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[SPEAKER_02]: But in 2026, the game has changed.
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[SPEAKER_02]: The biggest founders in the world are now building their personal brand.
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[SPEAKER_02]: Why?
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[SPEAKER_02]: Because they realize that people buy into people and stories not just products.
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[SPEAKER_02]: And so for today's episode, we have someone who's doing just that.
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[SPEAKER_02]: His name is Andrew Flagner.
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[SPEAKER_02]: He is the founder and CEO of RealScal, which is a SaaS company for Real Estate.
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[SPEAKER_02]: This guy was the youngest real estate agent at Keller Williams.
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[SPEAKER_02]: Before the age of 30, he had founded and had two exits.
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[SPEAKER_02]: He's Forbes 30 under 30.
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[SPEAKER_02]: And he started this company from nothing
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[SPEAKER_00]: Often, if you will say that startups are an emotional roller coaster, I work for 10 years and almost lost everything.
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[SPEAKER_02]: Thank you so much for being here, Andrew.
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[SPEAKER_02]: This is awesome.
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[SPEAKER_02]: Okay, it's good to be here, man.
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[SPEAKER_02]: Thanks for having me.
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[SPEAKER_02]: I'm really excited for the combo, because you are doing the thing that so many others are trying to do right now, which is build your personal brand, start up podcasts, do all the things.
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[SPEAKER_02]: Meanwhile, run this huge business, which takes up all your time.
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[SPEAKER_02]: Meanwhile, you got two kids at home and you're starting a family and all that stuff.
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[SPEAKER_02]: So my first question to you before we get into all the tactics is why did you make that shift?
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[SPEAKER_02]: Cause I've noticed a big shift in the last.
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[SPEAKER_00]: year.
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[SPEAKER_00]: Yeah, well, I think the lines between business and its founders are starting to blur, right?
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[SPEAKER_00]: And like you said earlier, people are building more connection with people than they are with companies.
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[SPEAKER_00]: So,
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[SPEAKER_00]: I found it to be the tie that rises all the ships.
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[SPEAKER_00]: There's actually not one ship that a bigger personal brand won't benefit the company.
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[SPEAKER_00]: So whether it's, yes, people often talk about it in terms of growing business, growing revenue, getting more prospects.
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[SPEAKER_00]: But there's also the benefit to recruiting talent or morale at the company or retention.
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[SPEAKER_00]: Customers feeling like they are betting on the right horse because they see leadership of the company on stage
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[SPEAKER_00]: impressions through podcasts and things like that.
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[SPEAKER_02]: Yeah, I think it's really, I love the fact that you brought this up to start because that is probably the biggest benefit.
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[SPEAKER_02]: I talked to a guy, Jesse Itzler, who's a billionaire, or I believe his family's a billionaire.
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[SPEAKER_02]: His probably worth hundreds of millions, but his wife is a billionaire who famously sold the company's banks.
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[SPEAKER_02]: And so he's had so many cool businesses and exits along the way and he told me the biggest benefits from his personal brand were things that
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[SPEAKER_02]: They were wins that were unplanned, right?
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[SPEAKER_02]: It was a conversation that started and then this happened and this happened, this connected with so-and-so.
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[SPEAKER_02]: And so I just think for people who are building the brand, it's like, what are you doing that has connected you to an asymmetric opportunity, you know?
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[SPEAKER_02]: Like, symmetric would be like, you invest this time in money and you get this return, that's fine.
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[SPEAKER_02]: But you're doing something where the return could be nothing or it could be completely unlimited upside.
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[SPEAKER_00]: Yeah, well, I think there's this thing called a cumulative advantage.
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[SPEAKER_00]: I think it was made popular by Malcolm Gladwell in the book Outliers.
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[SPEAKER_00]: But the idea is that every win is a springboard into a bigger win.
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[SPEAKER_00]: And that's something that I find is true in personal branding or in content or relationship building.
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[SPEAKER_00]: I mean, when I started my company, I was in my 20s.
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[SPEAKER_00]: I'd had very little credibility or brand awareness in my industry.
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[SPEAKER_00]: But you had to start from somewhere.
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[SPEAKER_00]: And for me, it started with relationships.
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[SPEAKER_00]: it was and it still is a lot of old fashion, you know, belly to belly, you know, getting drinks or, you know, meeting somebody to conference or having a meeting.
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[SPEAKER_00]: But content is certainly a way to scale that.
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[SPEAKER_00]: It's a way to,
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[SPEAKER_00]: build relationships with a bigger following and some of those relationships may just start with somebody viewing your content, but then maybe down the road and down the funnel they are engaging with your content or commenting their messaging you and realistically and often times it turns into a more meaningful business relationship.
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[SPEAKER_02]: Yeah, that's awesome.
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[SPEAKER_02]: So I'm thinking for this episode, what's going to be really helpful is, we're going to dive into your strategy and how we could, like the questions you had even right before we started of how Andrew is scaling his content team, the questions he had about hiring, also where content should go, what's the best strategy because I feel like if you're going to be putting out content and this would work for you, whether you're a bootstrapped and you're just starting off your personal brand or whether
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[SPEAKER_02]: you are at a certain place of success and you want to take it to the next level.
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[SPEAKER_02]: It's the same process.
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[SPEAKER_02]: But I think the big thing is not just spinning your wheels.
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[SPEAKER_02]: If you're going to do something, you want it to get resolved because we all have limited time.
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[SPEAKER_02]: If you're going to do a podcast,
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[SPEAKER_02]: We might as well spend the additional time or effort to package it correctly so that way more people see it.
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[SPEAKER_02]: And that's the crazy part is not just being consistent, but being intentionally consistent, right?
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[SPEAKER_02]: Because if you think about, I have to spend this much time on content on the pod or on these clips.
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[SPEAKER_02]: Well, you're going to spend the time anyway.
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[SPEAKER_02]: What if we just made two tweaks that double triple 10x the views?
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[SPEAKER_02]: Like, that's the tweaks you need to put in the same effort.
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[SPEAKER_00]: right and I'm learning I mean we all are that we are students of this content creation and all the rules are changing all the technology is changing and so I've actually been enjoying the podcast because it's forced homework right before I interviewed you for my podcast I you know was forced to watch
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[SPEAKER_00]: a ton of content and take a lot of notes and learn a lot in the process.
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[SPEAKER_02]: Yeah, so it's like networking on steroids, but then also you're learning the subject matter, expertise of the guest.
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[SPEAKER_00]: That's right.
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[SPEAKER_00]: But I will say that the networking on steroids I severely underestimated the impact of that because remember I've been doing this for 13, 14 years now, building my company at Real Scout.
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[SPEAKER_00]: Bye.
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[SPEAKER_00]: Even though I have relationships with a lot of the playmakers in the business, it wasn't until I sat down for an hour or two hours with my inner viewies that the relationship went to a whole other level.
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[SPEAKER_00]: And now I consider myself friends with a lot of the people who I once looked up to and thought, oh my gosh, like someday, you know, I might be the CEO of a company as large as theirs.
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[SPEAKER_00]: Now we are working on strategy together, working on partnerships together.
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[SPEAKER_00]: So that is completely
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[SPEAKER_00]: exceeded my expectations.
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[SPEAKER_02]: Yeah, I think about this a lot.
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[SPEAKER_02]: Like you talked about the insulate benefits and how it gets you there.
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[SPEAKER_02]: So when people think about a roadmap with personal brand, I think they think of things the old school way which is like, do this, get this and we'll just keep moving in this like, you know, horizontal plane.
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[SPEAKER_02]: I think that this is like a squiggly line all over the place.
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[SPEAKER_02]: Right.
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[SPEAKER_02]: And that's the hard part, but you just have to know that there's huge upside.
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[SPEAKER_02]: So,
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[SPEAKER_02]: this is a strategy I recommend and you're doing it and now we could squeeze it for more so it's starting a podcast and it could be a weekly upload it could be a monthly upload depending on what you want to do but with with with the right guests right so there it's not just with everybody but it's finding the right guests and so you want guests that would bring value to the audience
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[SPEAKER_02]: but then also would be a good connection for you and your business.
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[SPEAKER_02]: There's something some collab there that you could work together with.
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[SPEAKER_02]: And so I think about first and foremost, like you started off wanting to serve the audience of real estate agents with the pod.
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[SPEAKER_02]: I think it's expanding now to entrepreneurs, honestly.
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[SPEAKER_02]: But in the beginning, I think you have an avatar, which is a real estate agent, correct?
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[SPEAKER_00]: Right, it could be real estate agent, team leader, brokerage executive, that was really the trifecta that I was going after.
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[SPEAKER_00]: And you could say, hey, this is my desired business outcome is to connect with these people.
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[SPEAKER_00]: So how do I develop content that would appeal to them?
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[SPEAKER_00]: But in many ways, I did the opposite, which I looked at, like, what is my superpower?
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[SPEAKER_00]: My superpower is connecting with people.
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[SPEAKER_00]: I love connecting with people.
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[SPEAKER_00]: It's sincerely what brings me joy
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[SPEAKER_00]: You know, enough time in this industry, I have developed relationships with a lot of the biggest playmakers in the business.
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[SPEAKER_00]: And this was a way to extend what I'm already doing, right?
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[SPEAKER_00]: Double not on what I'm already doing.
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[SPEAKER_00]: So if you are an educator and you are constantly educating your clients or or educating your customers and your prospects, then it probably makes sense for you to do more like talking ahead.
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[SPEAKER_00]: Um, you know, more, you know, your take on the daily news, things like that, but for me, I wanted to just expose my audience to the conversations I'm already having with people like you and allow them to tap into those conversations and learn something from it.
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[SPEAKER_02]: Yeah, so I think the, the less of everybody is, if you're going to do a podcast, who are the people that you would bring value to your audience, but they also, how could you leverage that to do more?
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[SPEAKER_02]: So for example,
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[SPEAKER_02]: You know, somebody watching a listing is like, hey, well, I don't have a tech company.
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[SPEAKER_02]: Well, what are you selling?
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[SPEAKER_02]: Right.
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[SPEAKER_02]: You might be selling real estate.
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[SPEAKER_02]: Mortgage, you might be insurance, whatever, or coaching, consulting, whatever.
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[SPEAKER_02]: Who are the next level relationships?
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[SPEAKER_02]: I think people are always like, hey, how do I get my next client?
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[SPEAKER_02]: It's what's the strategy you get your next hundred clients or thousand clients?
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[SPEAKER_02]: And so, if you're on a podcast with someone who has a network of
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[SPEAKER_02]: 10,000 real estate agents, that's a great, obviously, connection.
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[SPEAKER_02]: But then it's not just like, hey, how can I get them to buy my real Scott?
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[SPEAKER_02]: It's like, hey, if I develop a relationship with this individual, maybe they're going to have me speak at their next thing.
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[SPEAKER_02]: Right.
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[SPEAKER_02]: Maybe more people in their company are going to get to know me.
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[SPEAKER_02]: And then we can have the conversation about like,
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[SPEAKER_02]: It would be a lower partnership, for exactly.
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[SPEAKER_00]: Yeah, when I look in the rear of the mirror of what's driven our success as a company, it's all started with relationships.
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[SPEAKER_00]: And that's true for anyone in business.
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[SPEAKER_00]: And so if you take out a whiteboard and you look at this blue sky analysis of, like, who would be the people that you want to get closer with in order to propel your business forward, that would be a good starting point.
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[SPEAKER_00]: And then what you said about driving value is really important too, right?
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[SPEAKER_00]: There's some pretty influential and powerful people in real estate who I'm not interviewing because I just don't think it would be as relevant to my audience.
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[SPEAKER_00]: So if you can have that venn diagram overlapped, which is like people in this circle are the people who are really powerful and influential and can bring your business forward.
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[SPEAKER_00]: And then in this circle, it's the people who have a lot of value to impart on the audience.
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[SPEAKER_00]: Where that overlap happens is where the magic is.
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[SPEAKER_02]: So I hope you're enjoying today's podcast.
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[SPEAKER_02]: I want to quickly tell you about something that's really helping my audience.
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[SPEAKER_02]: Once a week I send out my forward focus email.
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[SPEAKER_02]: This is one tip that's going to help you move the needle in your business, your personal brand, your content strategy.
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[SPEAKER_02]: And honestly, I have never received this much positive feedback from a single piece of marketing ever in my whole career.
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[SPEAKER_02]: So I know this is really helping people take you about 60 seconds to read and just gives you that clarity in the world of all this chaos and noise.
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[SPEAKER_02]: So if you want to get access to this week's issue and get this every week for me, just check out the link in the description below and I'll shoot it over to you.
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[SPEAKER_02]: And for now, let's get back to the episode.
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[SPEAKER_02]: Yeah.
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[SPEAKER_02]: And just to kind of take a step back, we're going to go through a framework of, okay, we talked about this before a content connection conversion, or I've a move framework, which is really important on how we move people along a path to eventually working with us.
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[SPEAKER_02]: And this would work for any business, any entrepreneur.
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[SPEAKER_02]: It's like, move is the acronym is like, M is going to be make them notice, like pay attention.
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[SPEAKER_02]: The O is going to be to offer them clarity, and then the V is interesting, it's vibes.
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[SPEAKER_02]: It's like the connection, the personal thing, stuff that maybe people aren't comfortable sharing, and we're going to dive into that, and then the E is going to be enabled in next step, like whether those next steps to working with us, collaborating with us, all those things.
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[SPEAKER_02]: And if you use that full framework, the success that you have with your personal brand is like next level.
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[SPEAKER_02]: And I think people don't think about it that way, so that's what I wanted to dive into.
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[SPEAKER_02]: So the first part is content strategy, which was the podcast.
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[SPEAKER_02]: But then there's also like just straight talking ahead videos.
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[SPEAKER_02]: So can you talk about like when you think about making an educational piece of content, what are you posting right now?
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[SPEAKER_02]: What do you think about?
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[SPEAKER_02]: And then we can go through how to double triple quadruple those views.
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[SPEAKER_00]: Yeah, so I'm not doing a lot of that, but I have experimented a little bit.
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[SPEAKER_00]: And it's worked really, really well.
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[SPEAKER_02]: So I noticed you did newsjacking.
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[SPEAKER_00]: a little bit.
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[SPEAKER_00]: I did, yeah.
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[SPEAKER_00]: So there was an article that came out basically a compass, the largest real estate brokerage in the US came out with a product and that product looked a lot like a product that real scout had developed in the past.
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[SPEAKER_00]: And so
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[SPEAKER_00]: Instead of getting defensive about that or pointing fingers, we actually just broke it down for the audience, like, hey, what does this product do?
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[SPEAKER_00]: And why should we be tipping our hat to compass for hopping on the bandwagon and bringing this product to market?
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[SPEAKER_00]: So we kind of broke it down for people.
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[SPEAKER_00]: The product was like, how do you expose buyer demand in a way that can help you?
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[SPEAKER_00]: when we're listing appointments and generating more business.
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[SPEAKER_00]: And so we broke down like, okay, what does this mean?
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[SPEAKER_00]: Why is it good?
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[SPEAKER_00]: And then be like, what does our take?
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[SPEAKER_00]: And we have to have very nuanced take because we're experts in that field.
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[SPEAKER_02]: Okay, so the takeaway is you have news that affects your subject matter expertise or your industry, it would affect the audience.
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[SPEAKER_02]: and you're bringing that news and you're take on it, right?
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[SPEAKER_02]: And so I think one of the things that I would recommend to you, which would crush right now, is anytime you look, you scan the news.
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[SPEAKER_02]: And you can put this on your Apple news and you could set alerts in Google or whatever, but look at the just scan it really quick in the morning.
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[SPEAKER_02]: And we do this anyways, like you're in the business, you do it anyway.
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[SPEAKER_02]: But like if you ever have a feeling or a point of view on one of those things, right, just save it, like screenshot it and put it in the things to talk about, right, call them.
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[SPEAKER_02]: And so like, if you could make that piece of contest day, maybe great, but most of the time your day stacked, you like, but at least you'll have the idea for when the time comes.
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[SPEAKER_02]: Yeah, it goes in the eyes box.
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[SPEAKER_02]: Correct.
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[SPEAKER_02]: Yeah, because I feel like people go to make content and they're like, I have so many things I could talk about right now, but I don't know which one and I don't do any of them.
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[SPEAKER_02]: Yep, and so I just think for you if you ever have a point of view That is something that's gold honestly and that will likely be a really high-performing piece of content for you If you have a point of view on it and you can do it in a respectful way to I'm not saying like go on there and give rants all day That's not that that's not your vibe anyways, right?
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[SPEAKER_02]: But if you do have a unique take like here's something I believe and this is where the gold is for everybody like people are always asking
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[SPEAKER_02]: What's the number one way to win on social?
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[SPEAKER_02]: And they think it's going to be your packaging, your hooks, your headlines.
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[SPEAKER_02]: And those are all like good.
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[SPEAKER_02]: They're very important.
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[SPEAKER_02]: But honestly, the number one way for a personal brand to win is going to be what is your unique point of view on X, right?
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[SPEAKER_02]: And fill in the blank.
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[SPEAKER_00]: Yeah, because people flip through the headlines on their own, but they want to anchor themselves in an opinion of somebody they trust.
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[SPEAKER_02]: Yeah, and like you might, somebody might disagree, but I have found like people think it's divisive.
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[SPEAKER_02]: It's not if you do it in a respectful way, right?
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[SPEAKER_02]: You don't like, I have people where they completely disagree, but we can still be friends.
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[SPEAKER_00]: Well, by the way, where this whole conversation comes together is, you know, when I'm doing my podcast with playmakers in the industry, oftentimes what's being spoken about is breaking news.
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[SPEAKER_00]: So good example was I interviewed a guy named Errol Samuelson, who is the Chief Development Officer at Chief Industry Development Officer at Zillow.
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[SPEAKER_00]: And I interviewed him at their conference in Vegas and they actually had some announcements that they were breaking.
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[SPEAKER_00]: Alongside this podcast, and so then it was actually a really great way for me to bring news and my Perspective on that news to my audience without actually having to look outside of my own content Yeah, and so I think about any time that news hits one thing you could do like that was a perfect example But like you break the news down and this is in a short form piece of content
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[SPEAKER_02]: You could do this once a week and it will likely be your highest viewed video every single week.
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[SPEAKER_02]: It's going to be, here's what happened.
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[SPEAKER_02]: Did you guys see this?
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[SPEAKER_02]: Make an observation.
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[SPEAKER_02]: Right.
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[SPEAKER_02]: I love the fact that a lot of content that performs the best is not you forcing activities on people.
15:09.086 --> 15:10.348
[SPEAKER_02]: It's just making an observation.
15:10.789 --> 15:11.690
[SPEAKER_02]: Hey, I noticed this happened.
15:11.710 --> 15:12.692
[SPEAKER_02]: Or did you guys see this happened?
15:13.493 --> 15:15.115
[SPEAKER_02]: Here's what this means.
15:15.095 --> 15:18.122
[SPEAKER_02]: and then also here's one thing that no one's talking about, right?
15:18.142 --> 15:23.896
[SPEAKER_02]: Because that gives them in the beginning of the video in the first few seconds, indication that there's going to be a unique take here.
15:24.016 --> 15:29.870
[SPEAKER_02]: There's going to be, as my wife says, like, some tea or something, something spicy about this, and it doesn't have to be like something crazy.
15:30.251 --> 15:32.817
[SPEAKER_02]: I think people are afraid to make that promise because they're like,
15:32.797 --> 15:33.818
[SPEAKER_02]: Well, my take's just nothing.
15:33.838 --> 15:35.280
[SPEAKER_02]: Well, your take is something I'm not hearing.
15:35.921 --> 15:40.968
[SPEAKER_02]: Or it could be like, I've seen this and there's some nuance need, like, people need to explain this more.
15:41.248 --> 15:42.349
[SPEAKER_02]: They're just giving you the thing.
15:42.430 --> 15:46.835
[SPEAKER_00]: But, by the way, a lot of people are already doing that, just by posting a comment on an article or something like that.
15:46.875 --> 15:51.421
[SPEAKER_00]: But think about how much value that brings to you in your business to leave a comment on someone else's posts.
15:51.461 --> 16:00.834
[SPEAKER_00]: It's pretty much nothing compared to if you could just spend, you know, a few minutes turning that comment into a really short take that you can post on your channels.
16:00.934 --> 16:01.875
[SPEAKER_00]: That's going to get, you know,
16:02.142 --> 16:03.503
[SPEAKER_00]: thousands or tens of thousands of views.
16:03.884 --> 16:10.130
[SPEAKER_02]: Yeah, and so one another hack on this, which was you can use a headline in the tactic is like put the headline up for the first few seconds.
16:10.810 --> 16:15.095
[SPEAKER_02]: It's from a publication that people recognize, then you insert your point of view inside the video.
16:15.555 --> 16:19.419
[SPEAKER_02]: The other way, like you just brought up, which is glad is, which I'm glad you did is, you take a comment.
16:20.120 --> 16:30.850
[SPEAKER_02]: So there's somebody else broken is, or the publication, or the thing broken is, and you see a comment in there where you believe that that comment is, you have an opinion on it, or you can answer it, that question.
16:30.830 --> 16:34.396
[SPEAKER_02]: you're going to apply that comment as your hook, and that video will blow up for you.
16:34.416 --> 16:37.902
[SPEAKER_02]: So if this is something you're not doing, I would encourage you to just throw that in the mix.
16:37.922 --> 16:38.563
[SPEAKER_00]: Yeah, I'm not doing that.
16:38.584 --> 16:40.867
[SPEAKER_00]: I didn't even know that you could do that, so I'm happy you brought it up.
16:41.108 --> 16:45.175
[SPEAKER_02]: Yeah, so your answer to that comment, instead of just typing it, should be a video.
16:45.756 --> 16:45.896
[SPEAKER_02]: Right.
16:45.976 --> 16:49.783
[SPEAKER_02]: We just did this, like I said last night in the video,
16:49.763 --> 16:51.825
[SPEAKER_02]: was a ten X of what it normally would be for me.
16:51.905 --> 16:52.887
[SPEAKER_02]: So that would work.
16:52.907 --> 17:03.058
[SPEAKER_02]: The next thing I was going to ask you about, and I think this is something you've talked about in your own business strategy, but it also works with content as punching above your weight class.
17:03.879 --> 17:13.510
[SPEAKER_02]: And so I want to talk about how maybe a one way you've done that when you were scaling real scale, but then knowing what you know now and what we're doing with your personal brand, I
17:13.490 --> 17:17.274
[SPEAKER_02]: how would you suggest, or how would you have done a different using personal brand?
17:17.855 --> 17:24.823
[SPEAKER_02]: Hmm, because I know you've scaled this with relationships, but these before you even post a video, or you weren't really doing much with content.
17:25.003 --> 17:28.527
[SPEAKER_00]: A lot of it has to do with brand affiliation and this comes back to relationships.
17:28.547 --> 17:35.275
[SPEAKER_00]: I'll sound like a broken record on this, but I remember thinking that when I went to an industry conference, there were dinners that I wasn't being invited to.
17:35.335 --> 17:38.198
[SPEAKER_00]: There were conversations happening where I wasn't in the room,
17:38.515 --> 17:48.812
[SPEAKER_00]: And what I decided to do was set my own table right quite literally we would I would partner with another entrepreneur I would create a leadership in real estate dinner and you can just insert your industry.
17:49.180 --> 17:50.722
[SPEAKER_00]: in the placeholder of real estate there.
17:51.243 --> 17:54.108
[SPEAKER_00]: But I would invite people to a leadership in real estate dinner.
17:54.148 --> 18:06.226
[SPEAKER_00]: I would leverage maybe just one or two powerful relationships with an industry influencer to anchor that dinner and say that, hey, I'm hosting this dinner and the publisher of this big news company is going to be there.
18:06.286 --> 18:09.872
[SPEAKER_00]: And that made it a lot easier to get person two, person three, person four.
18:09.852 --> 18:17.505
[SPEAKER_00]: And we would fill the table and we would actually be, I would actually be the least influential, least powerful person in the room, which is exactly where I want to be.
18:18.226 --> 18:21.051
[SPEAKER_00]: And once you do this dinner once, then it has a bit of a reputation.
18:21.211 --> 18:31.489
[SPEAKER_00]: And we would find ways to dress these things up in a way that wasn't that expensive.
18:31.823 --> 18:33.004
[SPEAKER_00]: Hey, come to this dinner.
18:33.184 --> 18:37.489
[SPEAKER_00]: We have a chef who used to work in a Michelin star restaurant, which is actually a deeper than you think.
18:37.990 --> 18:50.443
[SPEAKER_00]: And we leverage relationships to find a really cool spot, whether it's a private room at a restaurant or more likely it would be like somebody's house that we would literally just have a more intimate, personal feel to the whole event.
18:51.104 --> 18:52.005
[SPEAKER_00]: So that's one way, right?
18:52.085 --> 18:55.649
[SPEAKER_00]: And then leveraging that to do more things in the same vein.
18:55.769 --> 18:59.873
[SPEAKER_02]: So this is huge, by the way, just to pause on this
18:59.853 --> 19:13.088
[SPEAKER_02]: And by the way, this is the reason why we're doing this live, Andrew is like, we don't have any prep on this, but if anybody watching a listening like this is literally the first time I'm hearing these stories from Andrew, first time he's telling, and we're going to get into some stuff he said he's never told anybody before.
19:13.128 --> 19:14.269
[SPEAKER_02]: So stay tuned for that.
19:14.790 --> 19:15.391
[SPEAKER_02]: But think about this.
19:15.971 --> 19:18.454
[SPEAKER_02]: This is one of your strategies, your core strategies.
19:19.175 --> 19:24.060
[SPEAKER_02]: And so one of the things that you must teach with your personal brand is that things that got you success.
19:24.120 --> 19:26.383
[SPEAKER_02]: So like, and you would name it.
19:26.363 --> 19:35.074
[SPEAKER_02]: And what's cool about that, bro, is like if somebody asks you on a podcast, you could be, you would start and you already do this to some degree, but you're going to take it to the next level.
19:35.134 --> 19:37.257
[SPEAKER_02]: Now, is you start to speak in soundbites.
19:37.718 --> 19:44.687
[SPEAKER_02]: So when I would say like what's one way you would apply this or thing, you would be like the number one thing I would tell an entrepreneur is, you notice surround us?
19:44.907 --> 19:45.067
[SPEAKER_02]: Yeah.
19:45.227 --> 19:46.949
[SPEAKER_02]: Every single answer is a clip.
19:47.190 --> 19:47.390
[SPEAKER_02]: Right.
19:47.590 --> 19:48.912
[SPEAKER_02]: Because he's thinking,
19:48.892 --> 19:54.903
[SPEAKER_02]: So, as you start to do pods, as you start to be more guest on pods, as you start to speak on stages, you start to speak and sound wise.
19:55.143 --> 20:01.775
[SPEAKER_02]: This works great for retention, as you're speaking in like, in clips of value, but then also you know you just made a clip.
20:01.795 --> 20:01.915
[SPEAKER_02]: Right.
20:01.936 --> 20:05.141
[SPEAKER_02]: So, I know you just made a clip right now because that is a strategy.
20:05.201 --> 20:06.664
[SPEAKER_02]: The strategy is,
20:06.644 --> 20:07.525
[SPEAKER_02]: host the party.
20:07.886 --> 20:08.226
[SPEAKER_02]: That's right.
20:08.687 --> 20:11.190
[SPEAKER_00]: If you're not invited to the right dinner party, make your own dinner party.
20:11.330 --> 20:16.717
[SPEAKER_02]: Yes, but like there's a way, there's a bar as a kids would say, way of saying that.
20:16.737 --> 20:16.857
[SPEAKER_02]: Right.
20:16.877 --> 20:19.941
[SPEAKER_02]: And you can use Claude or GPT to come up with like, here I have this thing I do.
20:20.582 --> 20:21.143
[SPEAKER_02]: It's do this.
20:21.604 --> 20:23.226
[SPEAKER_02]: It will give you like three ways to say it.
20:23.246 --> 20:24.307
[SPEAKER_02]: And one of them is going to be yours.
20:24.548 --> 20:25.108
[SPEAKER_02]: Right.
20:25.128 --> 20:28.753
[SPEAKER_02]: That's going to be one of the
20:28.733 --> 20:30.015
[SPEAKER_02]: And so you'll start to make a list.
20:30.035 --> 20:31.136
[SPEAKER_02]: And I would encourage everyone to do this.
20:31.176 --> 20:33.239
[SPEAKER_02]: And including you is like, what are those things?
20:33.379 --> 20:34.601
[SPEAKER_02]: The secrets to your success.
20:34.781 --> 20:40.269
[SPEAKER_02]: One of the secrets to your success is to set, be the host, make your own party.
20:40.910 --> 20:42.151
[SPEAKER_02]: Yeah, don't wait for it.
20:42.512 --> 20:54.268
[SPEAKER_00]: And in the same vein, the craziest thing we ever did to grow real scout was a campaign where we'd hand delivered freshly baked chocolate chip cookies to open houses throughout the entire San Francisco Bay area.
20:54.248 --> 20:56.893
[SPEAKER_00]: And what we did was we got press on it.
20:57.214 --> 21:03.366
[SPEAKER_00]: We said, hey, if you sign up for this link, we will handle a little freshly baked chocolate chip cookies to your open house this weekend.
21:03.767 --> 21:08.556
[SPEAKER_00]: And we had our entire team and their kids driving around chocolate chip cookies all of these houses.
21:09.037 --> 21:12.464
[SPEAKER_00]: And what it did was, first of all, realize that that had nothing to do with our product, right?
21:12.484 --> 21:14.147
[SPEAKER_00]: But it did have something to do with.
21:14.212 --> 21:20.005
[SPEAKER_00]: or ethos as a company, and the way we care for our customers, and it got a ton of coverage, it got a ton of press.
21:20.105 --> 21:33.334
[SPEAKER_00]: And then there was a whole other press cycle afterwards where people wanted to know, what was this viral PR campaign all about, and we broke it down, we broke down, revealed the DNA of this campaign, and that caught a lot of attention in the industry.
21:33.314 --> 21:51.981
[SPEAKER_02]: So this is a the tweak I would make for and this is like how you would apply personal brand to this is now you're still doing these things to some degree on scalable things, but now we just need to put a spotlight on them right and so the way is like as you're hosting this party I'm sure there's media being created at the party.
21:52.349 --> 22:19.420
[SPEAKER_02]: There wasn't because we did this like 10 years ago, but there should have been, but even now you're doing it, like I noticed you guys still are at the events and you're doing things if there's anything that you're doing you need a photo person and a video person there and it could be the same person to begin with eventually it could be to right now what's really cool about this is you want to post about it, but not only that you want people there to post about it, so it's a you want to host the thing and so anybody's watching like how would I apply this to my thing.
22:19.400 --> 22:48.495
[SPEAKER_02]: you can host a dinner, you can host a thing for business partners at any event because you know they're all in town or you can host it for consumers like just host something where there's a reason why you'd want to be there like you said you use the food thing at a nice venue it's not that expensive you can spend marketing dollars anyways you may as well do it this way yeah but now that you're doing the thing let's squeeze it for more so how can we create media about this at it so it'd be talking about what you're doing hey we're going to be here this is why
22:48.475 --> 22:52.060
[SPEAKER_02]: I have found that people will give it the importance that you give it.
22:52.781 --> 22:58.289
[SPEAKER_02]: So if you talk more about the things you're doing, like so many of us are doing things every day, but we don't really talk about them because it's just like we're busy.
22:59.030 --> 23:01.794
[SPEAKER_02]: If we would just choose to talk about more of them, people will buy into it.
23:01.814 --> 23:05.539
[SPEAKER_02]: It's like we talked about the beginning of the episode, like people buy into stories and people.
23:05.599 --> 23:06.420
[SPEAKER_02]: So what are you building?
23:06.460 --> 23:07.902
[SPEAKER_02]: What are you doing buying the scenes?
23:07.882 --> 23:14.771
[SPEAKER_02]: One of the things I'm most passionate about is we get to host these dinners and they're so amazing and I can't wait for the next one, that's going to set the table for this upcoming thing.
23:15.272 --> 23:17.435
[SPEAKER_02]: Everybody comes up, it's given more importance.
23:17.735 --> 23:21.160
[SPEAKER_02]: Now, somebody will say, I don't want to make it sound too cool because it's not that cool.
23:21.200 --> 23:29.351
[SPEAKER_02]: Well, what I found is like the, how you display it, how they first see it, is like their impression of it going forward.
23:29.371 --> 23:31.254
[SPEAKER_02]: It's like the first impression, judge a book by its cover.
23:31.594 --> 23:33.116
[SPEAKER_02]: So we want that cover to be really nice.
23:33.136 --> 23:37.382
[SPEAKER_02]: So like the video recap should be really cool, the photo should be great.
23:37.362 --> 23:44.274
[SPEAKER_02]: I have found that if you encourage people to post about it, like, and you can even gamify this.
23:44.895 --> 23:46.538
[SPEAKER_00]: So you can block me through how you do that.
23:46.638 --> 23:48.321
[SPEAKER_02]: So I would say like this, I would bring a photographer.
23:49.002 --> 23:52.548
[SPEAKER_02]: And you need a photographer that can make the up gallery in real time.
23:52.989 --> 23:54.371
[SPEAKER_02]: And there's many photographers I do this.
23:54.712 --> 23:56.996
[SPEAKER_02]: The old way of doing photos is I'll take photos.
23:57.477 --> 23:59.320
[SPEAKER_02]: I'll get you the photos in a week.
23:59.300 --> 24:00.101
[SPEAKER_02]: It's too late.
24:00.141 --> 24:00.482
[SPEAKER_02]: It's dead.
24:00.942 --> 24:01.563
[SPEAKER_02]: I need it tonight.
24:02.204 --> 24:08.131
[SPEAKER_02]: Like literally, I need your, you can bring somebody or you, take a bunch of photos, and then get them into a gallery while you're here.
24:08.151 --> 24:10.835
[SPEAKER_02]: So I could have the QR code already prepared, and I could give it to everybody here.
24:11.416 --> 24:16.442
[SPEAKER_02]: Now, what I found is people won't post photos, because they don't like the way they looked in the photo.
24:16.462 --> 24:18.986
[SPEAKER_02]: So, what you want is a press wall, like you had the real scout press wall.
24:19.606 --> 24:19.706
[SPEAKER_02]: Yeah.
24:19.727 --> 24:21.629
[SPEAKER_02]: Bring people in with a softbox.
24:21.989 --> 24:24.072
[SPEAKER_02]: Like, and if you're not local, bring a softbox.
24:24.112 --> 24:25.254
[SPEAKER_02]: There's a local person who can bring it.
24:25.854 --> 24:26.635
[SPEAKER_02]: Make it look good.
24:26.756 --> 24:28.598
[SPEAKER_02]: People will post the pictures
24:28.797 --> 24:29.098
[SPEAKER_02]: Right.
24:29.118 --> 24:32.345
[SPEAKER_02]: So now, I want to thank Andrew for hosting this.
24:32.385 --> 24:37.556
[SPEAKER_02]: It was one of the best parties of one of the best things we did to because they looked good, like they buy into the fields.
24:37.596 --> 24:41.103
[SPEAKER_02]: The food could be average, but now the food tastes better because the photos looked better.
24:41.604 --> 24:41.684
[SPEAKER_02]: Yep.
24:41.704 --> 24:43.648
[SPEAKER_02]: So you want the media to look really cool.
24:43.668 --> 24:45.372
[SPEAKER_02]: So, and it's what?
24:45.352 --> 24:51.300
[SPEAKER_02]: $500,000 at the most for that person to shoot the photos that night and get them into it.
24:51.320 --> 24:53.963
[SPEAKER_02]: And there's usually a lot of media people at those events anyways.
24:54.424 --> 24:58.589
[SPEAKER_02]: So shoot the photos, get them up, and then get make, I would gamify them posting.
24:58.609 --> 24:59.911
[SPEAKER_02]: So it's just a quick thing.
25:00.031 --> 25:02.494
[SPEAKER_02]: I want to give you guys the QR code to the photo gallery.
25:02.514 --> 25:05.458
[SPEAKER_02]: I want to give you the link or make a short link to the photo gallery.
25:05.598 --> 25:08.602
[SPEAKER_02]: You guys look amazing in these photos, so you should definitely download them.
25:08.642 --> 25:09.483
[SPEAKER_02]: Look at one right now.
25:09.543 --> 25:12.507
[SPEAKER_02]: Like if you have a screen in there, check out this one or look at this one.
25:12.487 --> 25:14.669
[SPEAKER_02]: And they're like, wow, I do look good.
25:15.029 --> 25:16.030
[SPEAKER_02]: Cool, so download doesn't post.
25:16.090 --> 25:17.451
[SPEAKER_02]: And then just a quick side contest.
25:17.692 --> 25:22.356
[SPEAKER_02]: Anybody here posted a carousel on tag us or do this and we're giving away X.
25:23.357 --> 25:25.118
[SPEAKER_02]: Or I'm giving away this, I'm giving away this thing.
25:25.739 --> 25:27.400
[SPEAKER_02]: And then they'd be like, cool, like gamify it.
25:27.420 --> 25:28.962
[SPEAKER_02]: And you would think that's cheesy, nobody does it.
25:28.982 --> 25:29.662
[SPEAKER_02]: Everybody does it.
25:30.023 --> 25:33.126
[SPEAKER_02]: Yeah, we know this everyday real estate agent is so competitive, it's like high school.
25:33.666 --> 25:36.108
[SPEAKER_02]: They want to win every contest, especially the good ones.
25:36.629 --> 25:40.232
[SPEAKER_02]: Like some of the guys, there worked millions of dollars in my group.
25:40.212 --> 25:45.541
[SPEAKER_02]: And when I have a contest, bro, they're like, they're like run over somebody to win that contest.
25:45.602 --> 25:47.345
[SPEAKER_02]: And like the prize is $200, what are you care?
25:47.705 --> 25:47.825
[SPEAKER_02]: Right.
25:47.846 --> 25:50.130
[SPEAKER_02]: So anyway, do that and you'll encourage more people.
25:50.470 --> 25:54.557
[SPEAKER_02]: Even if you didn't make the contest, if you just told them about the photos.
25:54.577 --> 25:57.402
[SPEAKER_02]: Like I found most photographs, nobody even knows they exist.
25:57.623 --> 25:57.783
[SPEAKER_02]: Right.
25:58.605 --> 25:58.845
[SPEAKER_02]: So.
25:58.825 --> 26:10.001
[SPEAKER_02]: So you would post about it, and the quickest content you can make from this as a practical thing is a photo dump, super easy, carousels are blowing up on Instagram.
26:10.021 --> 26:24.040
[SPEAKER_02]: Just post the pictures, and write in little caption, and your team could do this or you could do this, and post eight pictures, 12 pictures, eight to 12 pictures, and a caption, boom, put music on it, that can get organic reach, plus you reach more of your followers.
26:24.020 --> 26:27.208
[SPEAKER_02]: You know, I think a lot of big mistake people make is they only post in their stories.
26:27.950 --> 26:28.852
[SPEAKER_02]: You should post it in the feed.
26:29.253 --> 26:29.454
[SPEAKER_02]: Right.
26:29.775 --> 26:35.329
[SPEAKER_02]: So that's one piece of content, and then the other piece would be maybe you're talking about what you're doing while you're there, quick recap.
26:35.512 --> 26:38.795
[SPEAKER_00]: Yeah, I mean, it seems like a lot of this would be made easier if you have systems in place, right?
26:38.815 --> 26:42.658
[SPEAKER_00]: You know, when you host an event, there's a system, there's a checklist, you have the right people on it.
26:43.499 --> 26:51.605
[SPEAKER_00]: Because oftentimes, and I'm sure, you know, many of your listeners are guilty of this themselves, you put a tremendous amount of work into an event, yes.
26:51.625 --> 26:53.567
[SPEAKER_00]: It could be a physical event or something online.
26:54.148 --> 26:58.691
[SPEAKER_00]: And then, once the event is over, we all pat ourselves on the back and we walk away and move on to the next thing.
26:58.952 --> 27:05.417
[SPEAKER_00]: And there's so much content and so much juice that we haven't squeezed from the fruit.
27:05.397 --> 27:10.606
[SPEAKER_00]: coming up for me a lot like we just hosted a massive massive product launch.
27:10.626 --> 27:14.312
[SPEAKER_00]: I mean, we had thousands of people on this webinar, we had the media there, et cetera.
27:14.873 --> 27:23.507
[SPEAKER_00]: And to this day, like literally this morning, there were like two big podcasts that came up and two news, two news articles that came up.
27:23.487 --> 27:27.171
[SPEAKER_00]: But we're not doing anything to really, what should I say we're not doing anything.
27:27.191 --> 27:33.558
[SPEAKER_00]: But we're not doing as much as we could to take pieces of that collateral, atomize it and get it out there.
27:33.578 --> 27:35.940
[SPEAKER_00]: So that's what we're going to be investing a lot more in.
27:36.220 --> 27:42.727
[SPEAKER_02]: Yeah, I think the content from those launches, the content from this dinner, the content from the event, it should live longer.
27:43.248 --> 27:43.408
[SPEAKER_02]: Right.
27:43.608 --> 27:45.630
[SPEAKER_02]: And I'm doing this, and I could do more.
27:45.690 --> 27:46.992
[SPEAKER_02]: Like you could do more for sure.
27:47.052 --> 27:50.255
[SPEAKER_02]: And just think about, okay, what's the checklist of minimum levels?
27:50.435 --> 27:51.216
[SPEAKER_02]: It's photos.
27:51.817 --> 27:53.038
[SPEAKER_02]: There's a recap.
27:53.018 --> 27:53.318
[SPEAKER_02]: Right.
27:53.519 --> 28:00.609
[SPEAKER_02]: While you're there, there's influential people there, or people you like to connect with or people who are killing it with your product research, they should be a collaboration quick video.
28:00.629 --> 28:01.711
[SPEAKER_02]: So I'll give you an example.
28:01.871 --> 28:04.575
[SPEAKER_02]: Sometimes I'll be like, I'll give you Sharanan's example, because he's great at this.
28:05.396 --> 28:06.758
[SPEAKER_02]: I'll know if I ask him a question.
28:06.838 --> 28:07.980
[SPEAKER_02]: His answer is going to be a good video.
28:08.560 --> 28:08.661
[SPEAKER_02]: Yeah.
28:08.681 --> 28:09.742
[SPEAKER_02]: So I go up to him.
28:09.902 --> 28:11.925
[SPEAKER_02]: And if you have your contact creator there, they could film you.
28:12.166 --> 28:12.266
[SPEAKER_02]: Yeah.
28:12.286 --> 28:15.510
[SPEAKER_02]: You guys have a wireless mic, or you can do it selfie style in a pinch.
28:16.091 --> 28:20.798
[SPEAKER_02]: I've been with
28:20.778 --> 28:27.399
[SPEAKER_02]: And we did it around the group of you and I literally asked him a question on his birthday and does that that turned out to be a semi viral video for both of us?
28:27.419 --> 28:28.021
[SPEAKER_02]: I remember that one.
28:28.041 --> 28:30.990
[SPEAKER_02]: Yeah, I remember doing one in the lobby of a hotel.
28:31.240 --> 28:33.684
[SPEAKER_02]: You know, like, what's your number one tip for people doing this?
28:34.005 --> 28:39.996
[SPEAKER_02]: So ask successful people, something that would help your audience, post that as a collab with them.
28:40.777 --> 28:41.900
[SPEAKER_02]: So now you're making content.
28:41.920 --> 28:49.173
[SPEAKER_02]: So you may be like on your checklist, it's photo a recap, while I'm there, a minimum of two collaboration videos.
28:49.253 --> 28:51.477
[SPEAKER_02]: And you would put this on a team member or you,
28:51.457 --> 29:13.380
[SPEAKER_02]: of like we must do this and then they would prompt you like hey dude we need a clap can you go ask it and it's a 45 second video we have time right and then more the better but then those can make the thing live longer and then and then if you get the people the post about it then it lives even longer and so we're just squeezing the juice out of it and then what are the stories we can tell about it like with the product launch.
29:13.360 --> 29:21.033
[SPEAKER_02]: I feel like there was a huge amount of hype leading into it, but then I had the same thing on your that you're feeling now, which is this run up in a fall.
29:21.273 --> 29:21.474
[SPEAKER_02]: Right.
29:21.894 --> 29:22.756
[SPEAKER_02]: And it's like it's over.
29:23.116 --> 29:30.188
[SPEAKER_02]: And that's the problem with the 2026 is something amazing can happen, but the new cycle is so fast that it's forgotten.
29:30.168 --> 29:30.448
[SPEAKER_00]: Right.
29:30.889 --> 29:36.897
[SPEAKER_00]: And that's why we're beefing up our team on this, too, because we have an amazing team of marketers, but they're all stretched very thin on other projects.
29:37.258 --> 29:45.989
[SPEAKER_00]: And so we are going to be beefing up the team so that when we have an interview like this one, we can take it's in pieces of it and run with it longer.
29:46.029 --> 29:46.630
[SPEAKER_02]: Yeah.
29:46.650 --> 29:46.850
[SPEAKER_02]: Okay.
29:46.871 --> 29:54.981
[SPEAKER_02]: So we'll talk about hiring and then we'll get into the the other steps of that part of the conversion process, which is the kind of the vibes piece and the connection.
29:55.021 --> 29:58.386
[SPEAKER_02]: But from the hiring perspective, we had a few questions before we started.
29:58.366 --> 30:00.009
[SPEAKER_02]: Right, what hires have you made so far?
30:00.029 --> 30:01.972
[SPEAKER_02]: On the one hand, what hires have you?
30:01.992 --> 30:05.578
[SPEAKER_00]: Well, we kind of backed into digital content creation in some ways.
30:05.659 --> 30:10.026
[SPEAKER_00]: Like we hired a new CMO about a year ago who takes content very seriously.
30:10.166 --> 30:14.333
[SPEAKER_00]: And so he started reorienting the different marketers on the team around content.
30:14.654 --> 30:15.976
[SPEAKER_00]: But there's a lot of content that we do.
30:16.016 --> 30:17.479
[SPEAKER_00]: I mean, we're a much bigger company now.
30:17.579 --> 30:22.888
[SPEAKER_00]: So in terms of like me as a personal brand and how that benefits real scout.
30:22.868 --> 30:25.111
[SPEAKER_00]: That is going to take additional resources.
30:25.311 --> 30:34.141
[SPEAKER_00]: And so a good example is like, I do these podcast interviews with different industry leaders, but we have, you know, an hour-long interview, it goes live.
30:34.401 --> 30:38.686
[SPEAKER_00]: We do cut a few reels and publish them, but we there's a lot more we can be doing.
30:38.786 --> 30:45.795
[SPEAKER_00]: And this footage of me on stage and all this stuff that just sits on hard drives and then to your point, the new cycle is over and that's yesterday's news.
30:46.255 --> 30:48.418
[SPEAKER_00]: And so we need to beef up the team.
30:48.498 --> 30:52.302
[SPEAKER_00]: So we are looking to hire a, basically, a content director.
30:52.282 --> 31:01.696
[SPEAKER_00]: Somebody who can, you know, really be in charge of storytelling, but also a little bit on the technical side too, like cutting the videos, cutting the reals, packaging them thumbnails.
31:01.896 --> 31:06.482
[SPEAKER_00]: I mean, we are really looking for a Swiss army knife in this higher and I'm curious what your take is on that.
31:06.503 --> 31:07.183
[SPEAKER_02]: Yeah, this is huge.
31:07.244 --> 31:15.876
[SPEAKER_02]: So for the first higher, you know, Andrew's talking about CMO, then he's talking about contractor and he's doing top down hiring, which is the correct way to do it in a company.
31:15.856 --> 31:34.270
[SPEAKER_02]: Well at our scale right I mean I would do it differently if I was starting real Scott tomorrow correct and so four I'll give you both ways Well one way would be bottom up like what's that first higher if it was just you and your building personal brand bootstrapping real scout like your early days so for that person it's a content creator
31:34.250 --> 31:36.013
[SPEAKER_02]: It's a, it is that Swiss army knife.
31:36.073 --> 31:37.996
[SPEAKER_02]: It's the guy who knows how to shoot edit in post.
31:38.617 --> 31:39.598
[SPEAKER_02]: It's not a videographer.
31:39.638 --> 31:41.161
[SPEAKER_02]: It's not a YouTube strategist.
31:41.181 --> 31:43.364
[SPEAKER_02]: Like we can get into all those mini rolls later.
31:43.424 --> 31:45.808
[SPEAKER_02]: But it's someone that can shoot edit in post short form.
31:46.449 --> 31:48.252
[SPEAKER_02]: They can repurpose it on multiple platforms.
31:49.053 --> 31:50.115
[SPEAKER_02]: And they are Swiss army knife.
31:50.135 --> 31:50.916
[SPEAKER_02]: You want to do a podcast?
31:50.956 --> 31:52.418
[SPEAKER_02]: They know how to set up a podcast.
31:52.438 --> 31:53.240
[SPEAKER_02]: You want to cut clips.
31:53.280 --> 31:53.941
[SPEAKER_02]: They know how to do that.
31:54.361 --> 31:59.970
[SPEAKER_02]: And so that person I found is anywhere from, like you said, 50K to 80K higher.
31:59.950 --> 32:05.421
[SPEAKER_02]: Now, in your market, you have to pay a little bit more if you're in a higher cost of living area.
32:05.701 --> 32:07.084
[SPEAKER_02]: You know, and maybe there's bonuses.
32:07.665 --> 32:12.515
[SPEAKER_02]: I saw so many teams where they bonus their that person for each video that does well.
32:12.795 --> 32:16.322
[SPEAKER_00]: I'll tell me about that because I think that variable comp is something most people are not doing.
32:16.302 --> 32:16.963
[SPEAKER_02]: Yeah, this is huge.
32:16.983 --> 32:21.170
[SPEAKER_02]: You want to align incentives with your team, right?
32:21.190 --> 32:25.897
[SPEAKER_02]: And then the other part that's really important about this is what gets measured improves.
32:26.078 --> 32:28.462
[SPEAKER_02]: Like if you're not measuring results, nothing happens.
32:28.482 --> 32:31.386
[SPEAKER_02]: So me and my guy, we sit down each week, what went well?
32:31.927 --> 32:34.311
[SPEAKER_02]: What are the pieces of content that did well this week?
32:34.291 --> 32:35.552
[SPEAKER_02]: Okay, what didn't do so well?
32:36.113 --> 32:37.194
[SPEAKER_02]: What can we learn from both?
32:37.895 --> 32:38.656
[SPEAKER_02]: And so it's a quick meeting.
32:38.676 --> 32:43.482
[SPEAKER_02]: Now, if you have a conscious director, that would be the person doing that, meaning not you, but if it's you and this person at the beginning, that's fine.
32:44.102 --> 32:49.108
[SPEAKER_02]: And you would look, okay, well, we, hey, dude, when I notice when you talk about this, the audience loved it.
32:49.349 --> 32:50.810
[SPEAKER_02]: Let's do more of that, right?
32:50.830 --> 32:55.776
[SPEAKER_02]: I found a huge mistake that people make is when you find your thing, you just kind of move on.
32:55.756 --> 33:04.306
[SPEAKER_02]: And no, that's a signal from the content gods that this could be it, like let's go, let's double down, triple down on that idea.
33:04.346 --> 33:12.756
[SPEAKER_02]: So you have to test things, but I think like there's validated ideas that we know would work and then there's stuff that we're going to test and on the testing, what worked, what didn't work.
33:13.377 --> 33:14.518
[SPEAKER_02]: Review what worked, do more of that.
33:14.659 --> 33:15.880
[SPEAKER_02]: So that's other.
33:15.940 --> 33:20.886
[SPEAKER_00]: Other tools that you use to basically track performance across platforms.
33:20.866 --> 33:24.790
[SPEAKER_02]: Yeah, so Dylan, what was that tool we just used for Instagram?
33:25.731 --> 33:28.735
[SPEAKER_02]: We just started, we just tested it for tracking analytics.
33:30.276 --> 33:47.515
[SPEAKER_02]: We just started using one, we're testing new ones all the time, but we found one, it's European company that helps you analyze the tools, but not just analytics, so we use not just analytics to analyze, Instagram performance, show performance, and that one works really good for IG.
33:47.495 --> 33:51.541
[SPEAKER_02]: And then, honestly, on the back end of meta, it analyzes Facebook and Instagram.
33:51.561 --> 33:53.685
[SPEAKER_02]: That's the platforms we're focused on for YouTube.
33:54.225 --> 33:56.829
[SPEAKER_02]: The easiest way is just the content manager inside of YouTube.
33:56.849 --> 34:06.144
[SPEAKER_02]: It tells you, and it gives you retention, gives you all the stuff that you need, where the traffic is coming from, even spikes in the conversation, like there's so much analytics on the back end of YouTube.
34:06.164 --> 34:07.866
[SPEAKER_02]: So, looking at what worked, whatever.
34:08.167 --> 34:14.717
[SPEAKER_02]: But then there could be incentives on one way to structure is, overall, are we growing this week?
34:14.697 --> 34:20.882
[SPEAKER_02]: And Facebook will, an Instagram will give you a green arrow, a flat line, or a red down arrow.
34:21.142 --> 34:25.346
[SPEAKER_02]: And like, you could have a bonus, a small bonus where as long as the arrow's green, you get this.
34:26.147 --> 34:26.687
[SPEAKER_02]: That would be cool.
34:27.007 --> 34:28.469
[SPEAKER_02]: Because you know we're going in the right direction.
34:29.149 --> 34:32.312
[SPEAKER_02]: And it's not like you get penalized if you fall, but you're not getting the bonus.
34:32.872 --> 34:32.992
[SPEAKER_02]: Right.
34:33.012 --> 34:34.053
[SPEAKER_02]: Or it could be content.
34:34.674 --> 34:37.136
[SPEAKER_02]: I've seen teams do this where it's per piece of content.
34:37.736 --> 34:44.502
[SPEAKER_02]: So a viral video is one where we get 10x the average.
34:44.482 --> 34:45.825
[SPEAKER_02]: you need a minimum of 30,000.
34:45.965 --> 34:48.570
[SPEAKER_02]: What's the bonus if we achieve a viral video this week?
34:49.352 --> 34:49.472
[SPEAKER_02]: Right.
34:49.492 --> 34:50.013
[SPEAKER_02]: Here's the bonus.
34:50.434 --> 34:51.175
[SPEAKER_02]: Same thing on YouTube.
34:51.616 --> 34:55.884
[SPEAKER_02]: And you could make the bonus should be more for long-form versus short-form.
34:56.425 --> 35:03.840
[SPEAKER_02]: And it shouldn't be something that's going to break the bank either, but it should be something and I've found, like I said earlier, even a small amount goes a long way with people.
35:03.820 --> 35:06.044
[SPEAKER_02]: because it could be date night for that guy this week.
35:06.064 --> 35:06.465
[SPEAKER_00]: That's cool.
35:06.645 --> 35:07.086
[SPEAKER_00]: Like it's smart.
35:07.386 --> 35:09.089
[SPEAKER_02]: Yeah, so just in line incentives that's cool.
35:09.249 --> 35:12.495
[SPEAKER_02]: And then the next thing could be that job description.
35:12.515 --> 35:22.512
[SPEAKER_02]: So I noticed you just posted about this and for anybody watching or listening, if it would be valuable for you for us to publish the job description, just let us know in the comments.
35:22.572 --> 35:23.233
[SPEAKER_02]: I'm going to go through it.
35:23.253 --> 35:24.095
[SPEAKER_02]: I'll give it to Andrew.
35:24.255 --> 35:26.379
[SPEAKER_02]: We don't have time to go through on this video.
35:26.399 --> 35:29.524
[SPEAKER_02]: But like if you think that would be valuable, let me know in the comments and I'll publish it.
35:29.504 --> 35:32.590
[SPEAKER_02]: But that's something where you need to make sure you're hiring for the right person, right?
35:32.890 --> 35:33.431
[SPEAKER_02]: And testing.
35:33.832 --> 35:37.679
[SPEAKER_02]: And there's a few questions you can ask people that would indicate whether they're thinking the right way.
35:37.699 --> 35:38.500
[SPEAKER_02]: Yeah, what are those questions?
35:38.781 --> 35:54.128
[SPEAKER_02]: So I would ask like, okay, what are, okay, you need to shoot a piece of content and we have an hour notice, Andrew's in town, and we have this studio, and you have an hour notice, what's your thought process to get that set up?
35:54.108 --> 36:14.985
[SPEAKER_02]: right are you looking for what's a checklist so think like you just want to know how they think yeah and they would go through okay cool um you need a video went well uh what or the things that you would look at for that video and how would what would you do with that information and just see how their mind thinks this is going to be a dry run and uh we were talking also about even
36:14.965 --> 36:30.207
[SPEAKER_00]: hiring on contract so that you can set some you know benchmarks like hey this is what we're looking for in terms of performance and then you know turn that into something more long-term yeah so you be like hey I'm doing a podcast this week
36:30.187 --> 36:34.735
[SPEAKER_02]: You have 45 minutes, so you have an hour to set this up, and then here's what's expected afterwards.
36:34.855 --> 36:41.546
[SPEAKER_02]: The long-form minimum of this clips and list out your work process and any tools you would use to enhance that.
36:41.626 --> 36:43.088
[SPEAKER_02]: And they might be like, you know what?
36:43.108 --> 36:48.938
[SPEAKER_02]: Afterwards, I would put the transcript into this AI tool, and the AI tool is going to generate the most meaningful moments.
36:48.918 --> 36:53.689
[SPEAKER_02]: If they said that in this answer, that's like, okay, this person's thinking like how I want.
36:54.270 --> 36:56.516
[SPEAKER_02]: Versus if they're, you know, they don't know, they don't know.
36:56.997 --> 37:02.790
[SPEAKER_02]: And it's not the, again, you can train this, but it'd be much cooler if somebody already knew some of the things, right?
37:02.830 --> 37:06.960
[SPEAKER_02]: So ask questions that would indicate whether someone's a winner in your eyes.
37:06.940 --> 37:10.228
[SPEAKER_02]: And they don't have to know all the latest stuff, but just think about this.
37:10.950 --> 37:13.476
[SPEAKER_02]: And then so there's so many more questions you could do.
37:13.536 --> 37:15.561
[SPEAKER_02]: It's the way I would encourage people to hire for this.
37:16.122 --> 37:17.806
[SPEAKER_02]: It's not send them to a full application.
37:17.826 --> 37:21.736
[SPEAKER_02]: It's send them to a quick type form questionnaire, where you could score the winning applicants.
37:22.137 --> 37:22.477
[SPEAKER_02]: Right.
37:22.497 --> 37:22.738
[SPEAKER_02]: And.
37:22.718 --> 37:24.121
[SPEAKER_02]: you can just quickly scan those.
37:24.141 --> 37:33.879
[SPEAKER_02]: So anytime we're hiring for one of these roles, we send them to a few minute questionnaire and you'd be surprised how many people click on that and it says it's going to take six minutes to complete and they don't complete it.
37:33.899 --> 37:34.881
[SPEAKER_02]: It's like, okay, that was the answer.
37:34.961 --> 37:35.602
[SPEAKER_02]: I need it right now.
37:35.662 --> 37:37.305
[SPEAKER_00]: Yeah, I'm noticing some of that with this post thing.
37:37.526 --> 37:38.888
[SPEAKER_02]: Yeah, and you don't make it like a
37:38.868 --> 37:44.713
[SPEAKER_02]: 50 minute thing where like I'm in that can work against you because now someone's hey, you're trying to get me to do free work.
37:44.834 --> 37:47.056
[SPEAKER_02]: I had a you know, so he'll bloom.
37:47.196 --> 37:47.516
[SPEAKER_02]: Yep.
37:47.536 --> 37:50.179
[SPEAKER_02]: He's a he's actually gonna be interviewing him in January.
37:50.199 --> 37:55.323
[SPEAKER_02]: Oh, that's a great guest for you because he has so much valuable content and his book blew up.
37:55.564 --> 37:56.945
[SPEAKER_02]: Yeah, you saw it so well.
37:56.965 --> 38:03.151
[SPEAKER_02]: Yeah, what's crazy about that is he blew up his personal brand for years in order to launch the book which became a crazy best seller.
38:03.211 --> 38:05.533
[SPEAKER_02]: Like what you guys you should have him break down that strategy.
38:05.513 --> 38:17.226
[SPEAKER_02]: But I noticed he posted recently for this position, and he asked people to create a piece of content for his brand, and that was the test, and then all he evaluated.
38:17.727 --> 38:19.472
[SPEAKER_02]: But he got a bunch of pushback.
38:19.942 --> 38:24.268
[SPEAKER_02]: And it said, hey, you're exploiting people, you're getting a bunch of free content from us for free.
38:24.428 --> 38:25.569
[SPEAKER_02]: And you're only going to hire one person.
38:25.589 --> 38:29.254
[SPEAKER_02]: So there's a little bit of balance of like, don't make them too much work.
38:29.294 --> 38:32.899
[SPEAKER_02]: But yeah, I don't think it's unreasonable to say, take 10 minutes to answer these questions.
38:32.939 --> 38:42.692
[SPEAKER_00]: Yeah, but also if you could throw the needle and assess somebody's abilities with a case study project that is actually unusable, meaning it's like slightly different.
38:43.516 --> 38:45.618
[SPEAKER_00]: content or slightly different prompt.
38:45.638 --> 38:55.890
[SPEAKER_00]: I've seen some companies in Silicon Valley do that really well, where if it's like, Uber's hiring for a role, they'll try to understand how you think about solving a problem without solving a real problem for Uber, right?
38:55.910 --> 39:01.896
[SPEAKER_00]: You've to read the needle because you want to make sure they can actually do the work, but you also don't want the candidate feeling like they're just doing a bunch of free work, right?
39:01.916 --> 39:04.739
[SPEAKER_00]: So if it's like, hey, you've a kind of candy business, how do you scale that?
39:05.040 --> 39:10.806
[SPEAKER_00]: Maybe that's a little too far off from Uber, but if you could find something that just is close enough, but also isn't,
39:11.005 --> 39:13.592
[SPEAKER_00]: that you're not going to use their work as work product.
39:13.632 --> 39:14.976
[SPEAKER_00]: I think there's something unethical about that.
39:15.036 --> 39:15.958
[SPEAKER_02]: For sure, 100%.
39:16.058 --> 39:17.542
[SPEAKER_02]: So that would be the way to hire this position.
39:17.562 --> 39:22.395
[SPEAKER_02]: Now, just move the onto like the different things of the components of your brand.
39:22.496 --> 39:26.466
[SPEAKER_02]: And when we talk about on that move framework, the V, which is the vibes.
39:26.446 --> 39:31.751
[SPEAKER_02]: and then getting to know you, I noticed you're doing this and we can even scale it up more.
39:31.851 --> 39:33.253
[SPEAKER_02]: You're sharing your family.
39:33.273 --> 39:41.781
[SPEAKER_02]: I don't, I haven't met your family yet, but like one day maybe if I'm in town or vice versa, we'd love to meet your wife and kids, but I noticed they're on social.
39:42.221 --> 39:42.401
[SPEAKER_02]: Right.
39:42.501 --> 39:48.307
[SPEAKER_02]: And so I know some people uncomfortable doing that and then you've kind of like midsage and I'm cool sharing this stuff a little bit.
39:48.387 --> 39:49.388
[SPEAKER_02]: So what was your process there?
39:49.628 --> 39:52.411
[SPEAKER_02]: Because I see so many founders like I don't want to know and I don't want that.
39:52.431 --> 39:53.652
[SPEAKER_02]: It's no anything about me personally.
39:53.767 --> 39:58.511
[SPEAKER_00]: Right, I mean, part of it is I'm resigned to giving up privacy in some ways.
39:58.551 --> 40:06.138
[SPEAKER_00]: I mean, there's a limit, of course, but I mean, if somebody really wanted to know something about my life, there's not just enough out there where they could figure it out.
40:06.698 --> 40:11.602
[SPEAKER_00]: And also, like, this whole thing started for me as something as deeply personal and rooted in relationships, right?
40:11.622 --> 40:19.509
[SPEAKER_00]: I mean, for me, Instagram and Facebook, and probably for many of the listeners on this episode, it started out as something personal, right?
40:19.529 --> 40:23.773
[SPEAKER_00]: It started out as like you and your friends and where your friends would keep up with you.
40:23.753 --> 40:38.027
[SPEAKER_00]: And, and also, there's something, remember bring it back to what you said at the beginning where people connect with people more than they connect with companies, how is somebody supposed to connect with a person if they are just a robot talking about news headlines and business all day long?
40:38.107 --> 40:38.288
[SPEAKER_00]: Right?
40:38.328 --> 40:50.520
[SPEAKER_00]: I think that it's important that you reveal a bigger part of yourself and that doesn't have to be pictures of your kids, it doesn't have to be pictures of your wife, it could be pictures of, you know, you pursuing a passion other than, you know, things in content or mortgage.
40:50.500 --> 41:01.152
[SPEAKER_00]: And so I have found that some of those posts actually outperform some of my, you know, industry focused posts and it's because people just want to know that I'm a real person and that I have values that align with theirs.
41:01.216 --> 41:07.204
[SPEAKER_02]: Yeah, I think you mentioned that you've given me on this before, but we should put this on record on published content.
41:07.224 --> 41:15.474
[SPEAKER_02]: And now, the I believe that your personal brand will connect you with somebody who completely changed the trajectory of real scale.
41:15.494 --> 41:16.656
[SPEAKER_02]: It's going to be a strategic partner.
41:16.736 --> 41:22.523
[SPEAKER_02]: It's going to be an liquidity event, or something's going to happen in the future because of Andrew's personal brand.
41:22.944 --> 41:25.708
[SPEAKER_02]: And so if, obviously, you continue this, which I think you will.
41:26.188 --> 41:26.869
[SPEAKER_02]: So
41:26.849 --> 41:30.135
[SPEAKER_02]: That's the big upside that we don't know yet, but it's like coming.
41:30.435 --> 41:34.442
[SPEAKER_02]: And so in order for that to happen, you have to connect with more people.
41:34.742 --> 41:37.066
[SPEAKER_02]: And it's got to be about the personal things.
41:37.106 --> 41:42.416
[SPEAKER_02]: And so each thing that you incorporate is another opportunity to get lucky.
41:42.676 --> 41:42.876
[SPEAKER_02]: Right.
41:43.077 --> 41:46.302
[SPEAKER_02]: So I think about Andrew Wagner and Blank.
41:46.322 --> 41:48.686
[SPEAKER_02]: So the first one is Andrew Wagner and Real Scout.
41:48.706 --> 41:49.768
[SPEAKER_02]: We can fill in that one.
41:49.748 --> 41:51.891
[SPEAKER_02]: Next is, and, and family.
41:52.412 --> 41:53.254
[SPEAKER_02]: And what is that blank?
41:53.814 --> 41:58.061
[SPEAKER_02]: You know, it's Seran's like tennis or, or, or, or, he's a nerd.
41:58.301 --> 41:59.223
[SPEAKER_02]: Yeah, whatever, only sex.
41:59.303 --> 42:00.144
[SPEAKER_02]: What is that thing for you?
42:00.204 --> 42:01.907
[SPEAKER_02]: Like, gave you own, wants to own the jets.
42:02.027 --> 42:02.788
[SPEAKER_02]: Like, right.
42:02.829 --> 42:03.650
[SPEAKER_02]: That thing for you.
42:03.710 --> 42:10.481
[SPEAKER_02]: So, like, if there's one thing that you haven't shared on social, that is a big piece of your ethos, your personal brand.
42:10.501 --> 42:11.402
[SPEAKER_02]: Like, what is that thing?
42:11.956 --> 42:38.672
[SPEAKER_00]: great question and this is going to blow some people away and it's a bit of a funny and Mandarin story but we met a stranger at a restaurant in San Francisco who ended up completely changing the trajectory of our lives and I'm going to break this down for you so my wife and I were there with a couple of friends we were enjoying our meal and there was a woman at the table next to ours who said like hey I'm sorry to ease drop but I heard you you know talking about burning man okay and we we go to burning man it's something we've done
42:38.652 --> 42:42.697
[SPEAKER_00]: And we ended up finding that she wanted to go to Burning Man.
42:42.758 --> 42:45.421
[SPEAKER_00]: We ended up striking up a really incredible conversation.
42:45.481 --> 42:48.205
[SPEAKER_00]: We ended up bringing her to Burning Man with us.
42:48.686 --> 42:50.648
[SPEAKER_00]: And through that process, we became family.
42:50.668 --> 42:54.914
[SPEAKER_00]: And ultimately, we ended up developing this really healthy friendship with her.
42:55.094 --> 42:57.117
[SPEAKER_00]: And she asked if we wanted to...
42:57.097 --> 42:59.219
[SPEAKER_00]: Um, you know, she was going to move to New York.
42:59.399 --> 43:01.501
[SPEAKER_00]: She asked if we wanted to move into her home.
43:01.581 --> 43:02.142
[SPEAKER_00]: The four of us.
43:02.222 --> 43:04.524
[SPEAKER_00]: This is me and my wife and then a couple friends that we have.
43:04.544 --> 43:05.846
[SPEAKER_00]: This is, you know, 10 years ago.
43:06.346 --> 43:08.588
[SPEAKER_00]: And so what we decided to do, we were a little uneasy.
43:08.608 --> 43:09.389
[SPEAKER_00]: Like, oh, we're in our 20s.
43:09.409 --> 43:13.053
[SPEAKER_00]: I don't know if we want to have roommates, but there's such an incredible place that we ended up moving in.
43:13.593 --> 43:16.196
[SPEAKER_00]: And it ended up being this incredible life unlock.
43:16.216 --> 43:19.759
[SPEAKER_00]: So for the past 10 years, we've actually lived with another couple.
43:20.059 --> 43:20.920
[SPEAKER_00]: These are friends of ours.
43:20.940 --> 43:26.766
[SPEAKER_00]: And we end up, you know, with, if you combine our resources, can buy big enough house where we're not like living in a two-bedroom apartment.
43:26.746 --> 43:29.209
[SPEAKER_00]: But it's been this incredible life unlock.
43:29.229 --> 43:44.086
[SPEAKER_00]: So I do post about that occasionally on social and it kind of just makes people's heads explode because when you have kids for instance, like what better unlock could there be in having more resources and more, you know, child care, we help take care of each other's kids.
43:44.106 --> 43:44.947
[SPEAKER_00]: So that's unusual.
43:45.007 --> 43:46.529
[SPEAKER_00]: Probably around some of some people the wrong way.
43:47.230 --> 43:53.597
[SPEAKER_00]: People have all types of weird ideas about what that actually means, but it's friends living in a house and it's nothing new to humanity.
43:53.577 --> 44:03.279
[SPEAKER_00]: But that's like a very, you know, niche example of something that I think would resonate with some people because a lot of people have that this idea of living with their friends, but never actually pull it off.
44:03.840 --> 44:11.417
[SPEAKER_00]: And then, you know, again, there's probably some people where that doesn't resonate with them, but it's something that I share openly because it's something that makes me unique and it's a big part of my life.
44:11.397 --> 44:12.058
[SPEAKER_02]: Yeah, that's huge.
44:12.078 --> 44:19.045
[SPEAKER_02]: I actually had a framework here, and this is actually, I just taught this, is to help framework.
44:19.065 --> 44:27.032
[SPEAKER_02]: And so you think about, when you're trying to tell a story like this, it's hard because there's so much nuance, there's so many tangents we can go on, but you're trying to tell it in a 45 second video.
44:27.072 --> 44:32.998
[SPEAKER_02]: So it's, it's hook event lesson plan, meaning like, what's the takeaway for the audience?
44:33.159 --> 44:33.479
[SPEAKER_02]: So I help.
44:33.939 --> 44:34.039
[SPEAKER_02]: Yeah.
44:34.059 --> 44:38.744
[SPEAKER_02]: And so think about like, the hook, meaning the most important part, or what we'd grab them.
44:39.144 --> 44:40.746
[SPEAKER_02]: And so I think what this
44:40.726 --> 44:43.230
[SPEAKER_02]: I met a stranger in the restaurant that changed my life.
44:44.111 --> 44:44.873
[SPEAKER_02]: That's a good hook.
44:44.893 --> 44:48.779
[SPEAKER_02]: There could be more hooks too, like a random opportunity that changed everything.
44:48.899 --> 44:49.881
[SPEAKER_02]: Like something like that.
44:50.101 --> 44:51.904
[SPEAKER_02]: That would just be like, okay, we're into the story.
44:51.924 --> 44:58.134
[SPEAKER_02]: I think a lot of times we set the table when it's not necessary, and it actually causes people to leave the story.
44:58.154 --> 45:02.481
[SPEAKER_02]: So I'm going to tell you about a story about something really cool that everyone left.
45:02.461 --> 45:05.385
[SPEAKER_02]: Like the good parts about to come and they all most people love.
45:05.405 --> 45:08.969
[SPEAKER_02]: Like your circle is going to stick around because they know you, but all the strangers leave.
45:08.989 --> 45:14.475
[SPEAKER_02]: So if we're trying to make like a semi-viral, you know, 10x post, right, how could we start it up better?
45:14.596 --> 45:17.599
[SPEAKER_02]: And then the event that happened, and then the lesson.
45:18.180 --> 45:20.242
[SPEAKER_02]: But then what's the takeaway for the audience?
45:20.282 --> 45:24.908
[SPEAKER_02]: The P like the plan, meaning like, okay, you told me this whole thing.
45:24.888 --> 45:25.590
[SPEAKER_02]: What's the point?
45:26.030 --> 45:26.211
[SPEAKER_02]: Right.
45:26.431 --> 45:28.997
[SPEAKER_02]: So, and the peak could be the plan of the point of the story.
45:29.338 --> 45:29.759
[SPEAKER_02]: Yeah.
45:29.779 --> 45:35.551
[SPEAKER_02]: So, what would be the point for the audience of like, okay, because you told me this now, I tell you all this because what?
45:35.771 --> 45:43.909
[SPEAKER_00]: Yeah, I think you just need to have your eyes open to how every interaction, every relationship, every connection you make can completely change the trajectory of your life or your business.
45:43.889 --> 45:44.310
[SPEAKER_02]: Yeah.
45:44.330 --> 45:45.996
[SPEAKER_02]: So it's a value of relationships.
45:46.297 --> 45:46.477
[SPEAKER_00]: Yeah.
45:46.537 --> 45:57.392
[SPEAKER_00]: And it's keeping your eyes open because I think sometimes you run into somebody at a coffee shop and you know, you don't know if that could result in, you know, a new transaction or a referral.
45:57.625 --> 46:01.852
[SPEAKER_00]: or a great friendship or something that changes the way you live your life.
46:02.112 --> 46:02.874
[SPEAKER_00]: Yeah, that's huge.
46:02.994 --> 46:12.530
[SPEAKER_02]: Okay, so this is one story that I think, obviously you can, you can talk about more and I think people think about, hey, I've told that once, well, A, they don't remember it.
46:13.451 --> 46:17.558
[SPEAKER_02]: And the people who see you all the time to see all your posts, they don't mind you telling it again because of your friends.
46:17.538 --> 46:21.605
[SPEAKER_02]: And then the new people that will see this is the part you're going for.
46:21.645 --> 46:26.454
[SPEAKER_02]: Like any post that has a outsized reach, it's people seeing you for the first time.
46:27.215 --> 46:28.457
[SPEAKER_02]: Or they haven't seen you in a very long time.
46:29.319 --> 46:33.827
[SPEAKER_02]: And I just think people don't, you know, people need to be reminded more than they need to be taught.
46:34.248 --> 46:34.508
[SPEAKER_02]: Right.
46:34.528 --> 46:39.276
[SPEAKER_02]: So how could we tell some of these same things and the Andrewisms, like how could you put them into your content?
46:39.297 --> 46:41.841
[SPEAKER_02]: I've been talking about some of the same things for six years.
46:41.821 --> 46:43.785
[SPEAKER_02]: but just repackaged, said differently.
46:43.805 --> 46:46.611
[SPEAKER_00]: And that's my biggest takeaway from this conversation, right?
46:46.711 --> 46:53.725
[SPEAKER_00]: It's to be able to understand what your winners are, what's resonating with your audience, and then doubling down on that, because too often we move on to the next thing.
46:54.026 --> 47:03.745
[SPEAKER_02]: Yeah, and so I would like to ask you a question which you probably never been asked before on a pot, or maybe never even talked about publicly, which is the entrepreneurship journey.
47:04.687 --> 47:09.051
[SPEAKER_02]: And this is the most powerful piece of content any entrepreneurs could make or any personal brand could make.
47:09.711 --> 47:12.594
[SPEAKER_02]: It will likely be the number one connection piece.
47:12.994 --> 47:15.436
[SPEAKER_02]: May not be your most vitality to be the number one connection piece.
47:15.456 --> 47:18.319
[SPEAKER_02]: Is was there dark period in your growth?
47:19.140 --> 47:21.922
[SPEAKER_02]: Where some, there was a moment, there was like a fork in the road.
47:21.962 --> 47:22.903
[SPEAKER_02]: There was a transformation.
47:22.943 --> 47:28.468
[SPEAKER_02]: There's something you did to overcome it and because of how you handle that situation is set you on a path of success.
47:29.709 --> 47:33.192
[SPEAKER_02]: Is there some moment where like shit went wrong and then you changed.
47:33.712 --> 47:40.846
[SPEAKER_00]: Yeah, oftentimes people say that startups are often people say that startups are an emotional roller coaster.
47:41.648 --> 47:41.828
[SPEAKER_00]: Yeah.
47:41.848 --> 47:47.219
[SPEAKER_00]: And sometimes that feels like too fun because the analogy is more like party hats and razor blades.
47:47.860 --> 47:52.108
[SPEAKER_00]: It is a really, really intense jump between the lowest lows and the highest highs.
47:53.090 --> 47:54.032
[SPEAKER_00]: And
47:54.012 --> 47:59.463
[SPEAKER_00]: I'll never forget it, as I was building the company in the early days, I was in my 20s, right?
47:59.523 --> 48:12.308
[SPEAKER_00]: We had dozens and dozens of investors, but there were a few investors that were urging us to invest more, spend more and get to an answer on whether or not this is a viable business faster, which is oftentimes an incentive of
48:12.288 --> 48:13.310
[SPEAKER_00]: bigger investors.
48:14.031 --> 48:17.337
[SPEAKER_00]: And it resulted in us building a shaky foundation for the company.
48:19.020 --> 48:20.603
[SPEAKER_00]: We made a few really great hires.
48:20.843 --> 48:24.109
[SPEAKER_00]: I hired the former CFO of Dropbox, and I'll never forget.
48:24.149 --> 48:29.198
[SPEAKER_00]: She looked across the table from me and she said, you are not the right CEO for this company right now.
48:30.159 --> 48:30.340
[SPEAKER_00]: Right?
48:30.640 --> 48:31.822
[SPEAKER_00]: Now she reports to me, right?
48:31.942 --> 48:32.463
[SPEAKER_00]: I'm the CEO.
48:32.483 --> 48:33.265
[SPEAKER_00]: She is the CFO.
48:33.385 --> 48:37.452
[SPEAKER_00]: And that was some of the best advice that I had ever received because if you fast forward just a little bit
48:37.432 --> 49:02.376
[SPEAKER_00]: We were building on a shaky foundation and it was time to hire a new CEO so I swallowed my pride hired Who I considered and still considered to be one of the best CEOs in the business He took my place for five years seven years and then when I had learned enough and matured enough and understood What it would take to bring this company to the next level that is when I step back into the game
49:02.356 --> 49:10.256
[SPEAKER_00]: So, that was a big lesson in swallowing your pride, ultimately doing what's best for shareholders, the team, our customers and myself, ultimately, right?
49:10.276 --> 49:15.129
[SPEAKER_00]: To take a while to see that, but now I feel more prepared than ever to take the reins and take the company.
49:15.149 --> 49:15.871
[SPEAKER_00]: So, like the next level.
49:15.991 --> 49:18.778
[SPEAKER_02]: If you hadn't shifted that thing, the company may not even exist.
49:18.758 --> 49:34.320
[SPEAKER_02]: Yeah, or it would have been sold for scraps now the company is is thriving and for the women ten years with work kind of lost Right, yeah, so that's crazy so like that would be a story that you could package for social now one way to tell it
49:34.300 --> 49:41.370
[SPEAKER_02]: could be you write this out in a condensed way and you can one way I've found to improve this is like you dump it into Claude.
49:41.991 --> 49:44.675
[SPEAKER_02]: Claude's better than chat at some of these types of things creative writing.
49:45.136 --> 49:56.592
[SPEAKER_02]: Yeah and say I'm trying to tell the story in a way that would be that would create emotional resonance like I want it them to feel something you know the best stories are when somebody feels something it activates some inspires them right?
49:57.133 --> 50:01.860
[SPEAKER_02]: So think about okay how can I tell the story in a way that creates resonance in the reader or viewer?
50:01.840 --> 50:22.178
[SPEAKER_02]: and it would it would help you come up now you don't copy paste that thing directly but you would it would help you refine this that would be a LinkedIn written post right it could also be a video it could also be something that you tell on podcasts in the future and it could be like your signature piece of like I almost lost and it's again it's a hook right it's like I work for 10 years and almost lost everything
50:22.310 --> 50:23.271
[SPEAKER_02]: That's it, that's the hook.
50:24.152 --> 50:26.735
[SPEAKER_02]: Guys, I worked for 10 years and almost lost everything, pause.
50:27.597 --> 50:29.759
[SPEAKER_02]: It's also the beginning of a talk.
50:30.600 --> 50:32.543
[SPEAKER_02]: Like there's so many ways to leverage, it's the beginning of a webinar.
50:33.143 --> 50:41.173
[SPEAKER_02]: Like imagine you walk out on stage, bro, and it's like, they welcome it to the stage, Andrew Fakner and you come up in the first words out of your mouth, are a pause?
50:42.575 --> 50:46.680
[SPEAKER_02]: Guys, I worked so hard for something for 10 years and almost lost everything.
50:47.757 --> 51:10.305
[SPEAKER_02]: people are like what they're going to be locked in on you and it has to fit that talk of course but like that's leadership that's the stuff that nobody's talking about because everyone's all roses wins and then you tell the story of like how many almost lost the business because of a decision and then what you did to fix it so I think that's a huge thing and I think everybody should make note of this is like is there a moment of transformation
51:10.285 --> 51:12.288
[SPEAKER_02]: in your personal life or your business.
51:12.408 --> 51:18.056
[SPEAKER_02]: I even had a guy in my group, he told this story, and it was like, it was a mode of transformation in his marriage.
51:18.878 --> 51:21.221
[SPEAKER_02]: He was like, hey, I was my wife and I always kept score.
51:21.742 --> 51:28.151
[SPEAKER_02]: And because of how busy I am in entrepreneurship, my brain's always on, I'm sure you guys can relate, I almost lost my marriage.
51:28.672 --> 51:32.698
[SPEAKER_02]: And then he told the story of how they went to this thing, retreat, and they,
51:32.678 --> 51:55.075
[SPEAKER_02]: changed and now they're the happiest they've ever been and incidentally his business is doing things so they take away for you guys is fixed your relationship first because then you'll actually succeed in business and that was the cool story and it ended up being the reason why people do business with them the reason they refer them so I just think the more things like this that you've learned along the way you think you take it for granted those will be your most powerful connection pieces
51:55.055 --> 52:03.052
[SPEAKER_02]: So that would be one thing that I would encourage you to do more of and do and tell more is talk about those things The other thing that's really cool about this is you'll have people.
52:03.132 --> 52:07.461
[SPEAKER_02]: Thank you in the comments for saying the thing I don't know if you've already seen this.
52:07.561 --> 52:12.912
[SPEAKER_02]: Yeah, like people like thank you for saying that because nobody ever talks about this I've even noticed those types of conversations
52:12.976 --> 52:13.317
[SPEAKER_00]: I have.
52:13.417 --> 52:13.638
[SPEAKER_00]: Yeah.
52:13.999 --> 52:14.942
[SPEAKER_00]: It's validating.
52:14.962 --> 52:23.508
[SPEAKER_00]: It's also a reminder that, you know, cringe until they binge, as you say, like, and it's, it's, it has, how uncomfortable is it for you to share those things uncomfortable.
52:24.010 --> 52:24.150
[SPEAKER_00]: Yeah.
52:24.371 --> 52:25.635
[SPEAKER_00]: Until I see that it's affecting people.
52:26.138 --> 52:43.306
[SPEAKER_02]: Yeah, and like I noticed one thing you even mentioned to me before we did is like hey, I want to share more of these but my wife thinks it's kind of cringe, you know, you kind of have to Like I remember my wife saying the same thing or it's kind of interesting that you mentioned that because I can shoot video in front of anybody, but if she's around I feel weird.
52:43.967 --> 52:50.678
[SPEAKER_02]: I have to like do it in another room, you know, so there's everybody's got that person that's your coworker, your sister, your wife, your dad, your mom, whatever.
52:50.658 --> 52:53.708
[SPEAKER_02]: like you kind of have to push past that and comfort.
52:53.728 --> 52:54.510
[SPEAKER_02]: Obviously you're doing it for a reason.
52:54.530 --> 53:01.191
[SPEAKER_02]: You don't want to share something that would make them upset with you, of course, but like make sure you're not letting that be the reason you don't share something.
53:01.323 --> 53:07.811
[SPEAKER_02]: But now we get to kind of the last step of this process, which is enabling the next step and making sure that it ties to business results.
53:07.891 --> 53:19.624
[SPEAKER_02]: I think your business is unique now, where because of the scale and the number of people talking about real scout, like you don't even have to mention it and they can benefit your business because we're talking about the concepts and we're talking about the thing.
53:20.145 --> 53:27.053
[SPEAKER_02]: And so as you talk about the on the podcast, how intentional are you being and then we can talk through like how we could do different strategies on this.
53:27.133 --> 53:30.537
[SPEAKER_02]: But like, do you actually insert real scout into the conversation?
53:31.546 --> 53:32.869
[SPEAKER_00]: I used to a lot more.
53:32.889 --> 53:38.040
[SPEAKER_00]: I think I was impatient and just unaware of like best practices in that realm.
53:38.080 --> 53:41.306
[SPEAKER_00]: So for years, I would be pretty pushy.
53:41.868 --> 53:50.145
[SPEAKER_00]: I'd be pretty pushy about booking a demo or why real scout so great or figuring out ways to explain exactly what we do even in a conversation like this.
53:50.125 --> 53:54.833
[SPEAKER_00]: It wasn't until recently that I realized that's not the right approach and that it turns people off and you're just not going to get the exposure.
53:54.873 --> 54:01.184
[SPEAKER_00]: So, leading with a helping hand is really more of my mantra and I'm thinking about it these days.
54:01.464 --> 54:05.972
[SPEAKER_00]: And again, we have a lot of marketers out real scout who've helped educate me on that.
54:06.152 --> 54:08.897
[SPEAKER_00]: And so, we're trying to just provide a lot of value.
54:09.237 --> 54:11.982
[SPEAKER_00]: And in the conversations that I have, even for my podcast,
54:12.383 --> 54:13.967
[SPEAKER_00]: real scout hardly ever comes up.
54:14.107 --> 54:16.734
[SPEAKER_00]: I mean, sometimes we'll put an ad in the interview.
54:16.774 --> 54:17.636
[SPEAKER_00]: Sometimes we won't.
54:18.358 --> 54:26.037
[SPEAKER_00]: And it's really just about building this audience of fans, people who are have some kind of resonance with the brand or with me or both.
54:26.799 --> 54:29.987
[SPEAKER_00]: And ultimately, when they're ready to invest in their business, they'll find us.
54:30.220 --> 54:37.981
[SPEAKER_02]: Yeah, I think enabling the next step could be on a long-form piece of content, putting in a mid-Rollad, or an end of the podcast.
54:38.001 --> 54:41.170
[SPEAKER_00]: For a newsletter, or if you leave a magnet, we are doing some of that.
54:41.451 --> 54:42.454
[SPEAKER_02]: Yeah, does that be really cool?
54:42.514 --> 54:45.462
[SPEAKER_02]: And then once in a while, I think it is okay.
54:45.442 --> 55:07.382
[SPEAKER_02]: to actually insert the ad that like for the new rollout you guys just did right was huge like throwing the middle i don't think it would offend anybody right and it could be like guys this podcast is sponsored by real scout yeah for those who don't know and i think there's something really cool to check out and like they would learn about it in a 30 second 20 second thing yeah uh and then it's back to the combo which is all value i think there's something cool about
55:07.362 --> 55:29.809
[SPEAKER_02]: you know us giving so much value and not being like a like afraid to throw hook right in the content but not every piece of content that's right that'd be really cool to tie it to more business because I know if in a day we are running a business we got to tie it to results but then the better more sustainable way is with another resource so then the ask is not even the ask
55:29.789 --> 55:30.290
[SPEAKER_02]: it's a good.
55:30.351 --> 55:32.095
[SPEAKER_02]: It's an imitation or it's a give.
55:32.296 --> 55:32.717
[SPEAKER_02]: Yeah.
55:32.737 --> 55:33.800
[SPEAKER_02]: So now you're not even throwing a hook.
55:33.820 --> 55:36.226
[SPEAKER_02]: You're like, hey, I got this free resource that breaks down XYZ.
55:36.267 --> 55:46.093
[SPEAKER_02]: So I was just talking about this with another person in Sampar who runs Hampton, who's trying to promote Hampton on his podcast, which is blowing up.
55:46.073 --> 55:46.775
[SPEAKER_02]: like right now.
55:46.855 --> 56:03.137
[SPEAKER_02]: And so he will insert an ad read for the business once in a while, but then more often it's for the success secrets of entrepreneurs or the seven things you need to do, or it's around tax time, like how to reduce your tax bill as a business owner, like so many things that would help the audience.
56:03.117 --> 56:06.223
[SPEAKER_02]: And then in there, I'm sure is an opportunity to learn about this product.
56:06.483 --> 56:08.067
[SPEAKER_02]: So you can sell behind the curtain.
56:08.087 --> 56:09.048
[SPEAKER_02]: Yeah, I like that.
56:09.068 --> 56:09.970
[SPEAKER_02]: So that's a great way to do it.
56:10.030 --> 56:14.699
[SPEAKER_02]: And then if you ever are on webinars, I have this tip that would help anybody.
56:14.719 --> 56:17.144
[SPEAKER_02]: It would help you as well as when you're teaching.
56:17.264 --> 56:21.312
[SPEAKER_02]: And it's, again, you can host the party and bring in the thought leader.
56:21.292 --> 56:27.789
[SPEAKER_02]: You know, so it's like, hey, I know this person would bring value to audience, plus I'm the host as real scout, so like I'm going to get benefit to.
56:28.731 --> 56:30.556
[SPEAKER_02]: But then I need to tie this to my business back.
56:30.796 --> 56:35.529
[SPEAKER_02]: And so the way that I've seen this done and it's working incredibly well is selling behind the curtains.
56:35.549 --> 56:36.852
[SPEAKER_02]: You don't even have to sell up front.
56:36.892 --> 56:38.035
[SPEAKER_02]: It's all giving.
56:38.015 --> 56:44.432
[SPEAKER_02]: but you would offer a free resource plus the slides in exchange for just answering a three-question survey.
56:45.415 --> 56:47.400
[SPEAKER_02]: And it would take the audience 60 to 90 seconds.
56:47.420 --> 56:50.729
[SPEAKER_02]: Now the big mistake is people put that link up and then they move on.
56:51.431 --> 56:54.319
[SPEAKER_02]: If you pause and give them a moment to fill this out,
56:54.299 --> 56:55.941
[SPEAKER_02]: And so here's how this would practically go.
56:56.002 --> 56:58.145
[SPEAKER_02]: Like I'm teaching the webinar or there's a guest.
56:58.165 --> 57:00.288
[SPEAKER_02]: And I go, by the way, I hope you're getting value from this.
57:00.929 --> 57:02.311
[SPEAKER_02]: I just have a quick thing here.
57:02.912 --> 57:08.300
[SPEAKER_02]: I will give either this resource, which will help you implement everything you learned today, or the seven things.
57:08.320 --> 57:13.928
[SPEAKER_02]: Like it was when we talked about video, it's the hooks, or when we talked about this, it's that thing that's going to help you implement.
57:13.908 --> 57:15.591
[SPEAKER_02]: I just resource that super valuable.
57:16.011 --> 57:17.654
[SPEAKER_02]: Plus, I'll share with you all the slides from today.
57:17.974 --> 57:20.578
[SPEAKER_02]: Just do me one quick favor and answer this 60-second survey.
57:21.059 --> 57:26.608
[SPEAKER_02]: So I'm going to put the link in the chat right now and answer that survey so that we can send all the goodies from today.
57:27.229 --> 57:28.351
[SPEAKER_02]: So I'll give you guys a moment to do that.
57:29.092 --> 57:29.212
[SPEAKER_02]: Right.
57:29.232 --> 57:33.539
[SPEAKER_02]: When you do this in the right way, like 90% of the people fill it out.
57:33.579 --> 57:34.420
[SPEAKER_00]: Yeah, there's nothing else to do.
57:34.460 --> 57:36.203
[SPEAKER_00]: Like, it's awkward not to...
57:36.183 --> 57:43.053
[SPEAKER_02]: Yeah, but actually they want, like you said in our previous interview is the lead magnet needs to actually be valuable.
57:43.333 --> 57:43.534
[SPEAKER_00]: Yes.
57:43.854 --> 57:49.142
[SPEAKER_02]: And so that's something that you brought up, which is super important, is like, okay, this thing you actually want, it's going to help you.
57:49.462 --> 57:50.183
[SPEAKER_02]: Now fill out, sorry.
57:50.464 --> 57:52.827
[SPEAKER_02]: Now the question is like, what did you find most valuable today?
57:52.887 --> 57:57.674
[SPEAKER_02]: What's one thing you would like, or help with on a feature piece of content, or like, how could we help you more in the future?
57:58.315 --> 58:01.279
[SPEAKER_02]: Question three, are you open to learning more about this?
58:01.399 --> 58:01.920
[SPEAKER_02]: Or like,
58:02.305 --> 58:03.468
[SPEAKER_02]: We have a tool that does XYZ.
58:03.488 --> 58:04.470
[SPEAKER_02]: Would you like to learn more about that?
58:05.373 --> 58:07.458
[SPEAKER_02]: And then it would be like, yes, so would love more info.
58:09.563 --> 58:15.297
[SPEAKER_02]: Maybe if it did this or maybe, it's kind of like a passive, like I'm a half and a half out.
58:15.317 --> 58:18.846
[SPEAKER_02]: And then no, I love you, bro, but don't and so on, send me anything.
58:18.826 --> 58:20.248
[SPEAKER_02]: Yeah, like it's kind of fun if you say no.
58:20.788 --> 58:35.627
[SPEAKER_02]: It's not awkward, but I remember Sharon used this surveys thing to scale real, to, you know, like all the recruiting, it was all free, opportunity free opportunity to learn, learn, learn, but on the back end, they were asking these questions and nobody even really kind of knew because it's all done behind the curtain.
58:36.188 --> 58:42.876
[SPEAKER_02]: So I just found that with the survey you can sell behind the curtain and then now, you know, what to send the people who are open to the.
58:42.856 --> 58:43.618
[SPEAKER_02]: to this idea.
58:43.798 --> 58:44.219
[SPEAKER_02]: Right.
58:44.239 --> 58:45.782
[SPEAKER_00]: So I don't know if you guys are doing anything like that.
58:46.043 --> 58:46.363
[SPEAKER_00]: We're not.
58:46.464 --> 58:56.545
[SPEAKER_00]: I mean, we obviously have a call to action during, you know, beginning middle end of our content, but I think that the pause is really important.
58:56.609 --> 59:03.561
[SPEAKER_02]: Yeah, let them have a chance to fill it out and then you'll know exactly what to follow up with and they could be drips and all those kinds of things.
59:04.243 --> 59:09.452
[SPEAKER_02]: Or you can send them a special opportunity because they said yes and you know you're sending it to people who are open to the idea.
59:09.672 --> 59:09.852
[SPEAKER_02]: Right.
59:10.013 --> 59:11.375
[SPEAKER_02]: So it's just like getting the signal.
59:11.395 --> 59:15.242
[SPEAKER_02]: I've just found that the best marketers are looking for signal not sales.
59:15.222 --> 59:16.764
[SPEAKER_02]: Right, they just want you to raise your hand.
59:17.104 --> 59:18.827
[SPEAKER_02]: So I can send you the right info.
59:18.847 --> 59:19.027
[SPEAKER_02]: Yes.
59:19.528 --> 59:21.270
[SPEAKER_02]: So that would be a great opportunity for conversion.
59:21.330 --> 59:28.199
[SPEAKER_02]: And then in terms of like, furthering relationships, I know now, I'm glad you mentioned this.
59:28.219 --> 59:34.227
[SPEAKER_02]: So you said in the beginning of Super Transactional, now you think long term, was there something long in the way that caused you to shift that whole thinking?
59:34.342 --> 59:41.309
[SPEAKER_00]: I got feedback right I do interviews and you know every now and then so we're like hey, that's actually like Kind of salesy for our audience and like oh shoot.
59:41.349 --> 59:42.650
[SPEAKER_00]: That's not how I want to be perceived.
59:42.991 --> 59:59.387
[SPEAKER_00]: Yeah, right and so I think some of it also came from a place of desperation before right I mean we were you know as many startups are we were just like just crawling our way to success and at some point You know the win was at our back and you know, it just felt
01:00:00.245 --> 01:00:04.290
[SPEAKER_00]: easier to just lead with a helping hand and trust in the process.
01:00:04.650 --> 01:00:05.010
[SPEAKER_02]: Yeah.
01:00:05.030 --> 01:00:11.878
[SPEAKER_02]: And then a last tip, I think, for for you and also for the audiences is speaking on stages, right?
01:00:11.978 --> 01:00:14.401
[SPEAKER_02]: It is is is is incredible left to your personal brand.
01:00:14.861 --> 01:00:15.062
[SPEAKER_02]: Right.
01:00:15.522 --> 01:00:16.663
[SPEAKER_02]: Um, I noticed I spoken it.
01:00:17.024 --> 01:00:18.365
[SPEAKER_02]: That's how I actually first time I met you.
01:00:18.385 --> 01:00:18.485
[SPEAKER_02]: Yeah.
01:00:18.506 --> 01:00:19.887
[SPEAKER_02]: We were both speaking at the same event.
01:00:20.788 --> 01:00:24.312
[SPEAKER_02]: And I noticed you posted about it, but we could post way more.
01:00:24.764 --> 01:00:25.585
[SPEAKER_00]: Oh yeah, I know.
01:00:25.605 --> 01:00:26.246
[SPEAKER_00]: Yeah, I know.
01:00:26.286 --> 01:00:28.388
[SPEAKER_00]: Like I said, I have like hard drives of content.
01:00:28.588 --> 01:00:29.949
[SPEAKER_00]: So like a lot of the hard parts have been done.
01:00:29.969 --> 01:00:31.111
[SPEAKER_00]: Now we're just gonna like get it out there.
01:00:31.291 --> 01:00:34.394
[SPEAKER_02]: Yeah, so I think about what's the checklist for when Andrew's speaking?
01:00:34.534 --> 01:00:35.075
[SPEAKER_02]: Yes.
01:00:35.095 --> 01:00:36.456
[SPEAKER_02]: So it's a recap.
01:00:36.736 --> 01:00:37.557
[SPEAKER_02]: It's a clap piece.
01:00:37.657 --> 01:00:44.545
[SPEAKER_02]: I remember you and I were having a conversation backstage and I was like kind of thinking in my head on pissed right now because my content creator wasn't there.
01:00:44.585 --> 01:00:45.365
[SPEAKER_02]: He was doing something else.
01:00:45.726 --> 01:00:46.186
[SPEAKER_02]: Yeah.
01:00:46.687 --> 01:00:47.728
[SPEAKER_02]: That was gold right there.
01:00:48.008 --> 01:00:52.293
[SPEAKER_02]: You know, we should have been filming that and I weren't at the time because the guy was doing something.
01:00:52.313 --> 01:00:53.674
[SPEAKER_02]: But like,
01:00:53.654 --> 01:01:02.126
[SPEAKER_02]: Okay, is there any BTS style content interviews that we could have on site the recap, obviously, of you doing it, Q and A's with people afterwards.
01:01:02.327 --> 01:01:07.754
[SPEAKER_02]: So, I don't know about you, but like afterwards, I had conversations with members of the audience, real estate agents.
01:01:08.375 --> 01:01:10.438
[SPEAKER_02]: All those conversations were microcontent.
01:01:10.879 --> 01:01:13.122
[SPEAKER_02]: Some of them better than others, of course, we can filter for that.
01:01:13.322 --> 01:01:15.105
[SPEAKER_02]: So that's another checklist item.
01:01:15.085 --> 01:01:18.450
[SPEAKER_02]: But then the other checklist item I think that gets missed is what do you do with this whole talk?
01:01:19.452 --> 01:01:21.174
[SPEAKER_02]: So like you talk for 20 minutes.
01:01:21.395 --> 01:01:21.915
[SPEAKER_02]: What do you do that?
01:01:22.416 --> 01:01:31.710
[SPEAKER_02]: Well, there should be two to three powerful clips at minimum and it Basic way is you drop the whole thing to opus.pro tells you the clips now.
01:01:31.730 --> 01:01:33.533
[SPEAKER_02]: It's not perfect, but it's better than nothing
01:01:33.513 --> 01:01:37.018
[SPEAKER_02]: the better way would be for someone to actually go through and find the moments that matter.
01:01:37.318 --> 01:01:39.802
[SPEAKER_02]: Yeah, and clip those up intentionally.
01:01:40.342 --> 01:01:42.726
[SPEAKER_02]: So that would be the clips, but then what do you do with the long form?
01:01:42.746 --> 01:01:45.950
[SPEAKER_02]: Now, I've done this a couple times and you can choose to do this.
01:01:46.030 --> 01:01:49.395
[SPEAKER_02]: If you ever had a talk that was pretty good, like you felt like, well, I like my energy there.
01:01:49.415 --> 01:01:49.856
[SPEAKER_02]: That was good.
01:01:50.356 --> 01:01:52.399
[SPEAKER_02]: You can publish the whole thing as a YouTube video.
01:01:52.379 --> 01:01:52.700
[SPEAKER_00]: Right.
01:01:53.201 --> 01:01:53.662
[SPEAKER_00]: That's a great.
01:01:54.023 --> 01:02:00.459
[SPEAKER_00]: Yeah, and then I can many chat on Instagram and say, like, have you want to watch the full interview or the full, yeah, you know, then check out the full video.
01:02:00.479 --> 01:02:01.021
[SPEAKER_02]: And it's on YouTube.
01:02:01.041 --> 01:02:07.397
[SPEAKER_02]: Now, the other cool part about that is the side benefit to my brand and your brand is I got invited to speak on more stages when I publish that.
01:02:07.417 --> 01:02:07.958
[SPEAKER_02]: Right.
01:02:07.938 --> 01:02:12.166
[SPEAKER_02]: because they saw, it wasn't just, hey, I'd like to, you know, I would love to speak at your event.
01:02:12.186 --> 01:02:14.229
[SPEAKER_02]: It's like, you crushed it.
01:02:15.031 --> 01:02:17.155
[SPEAKER_02]: I would love to have you at my event now, because I saw you.
01:02:17.175 --> 01:02:17.756
[SPEAKER_02]: Yeah.
01:02:17.836 --> 01:02:22.825
[SPEAKER_00]: And when you throw your hat into the ring, like, people are going and want to do their research and look at the keynotes you've done before.
01:02:22.957 --> 01:02:27.042
[SPEAKER_02]: Yeah, so I remember speaking to a group of entrepreneurs in LA.
01:02:27.122 --> 01:02:28.243
[SPEAKER_02]: I got invited to speak at a man.
01:02:29.104 --> 01:02:32.028
[SPEAKER_02]: And I was like, well, this was a pretty good talk.
01:02:32.148 --> 01:02:39.737
[SPEAKER_02]: It's also had a couple different types of people in that audience that would broaden my appeal to not just my industry or whatever.
01:02:39.757 --> 01:02:40.798
[SPEAKER_02]: It would kind of broaden it.
01:02:40.818 --> 01:02:44.442
[SPEAKER_02]: And also, the feedback was really good because for whatever reason,
01:02:44.422 --> 01:02:48.968
[SPEAKER_02]: I don't know if it's what I ate that day or like what we were in like in a zone.
01:02:49.328 --> 01:03:07.510
[SPEAKER_02]: I could when I said my jokes worked like everyone that when I did this they said oh and ah and I'm like wow that was cool and so I'm like okay that we just published a whole thing on video it's not a viral YouTube video it has like five or six thousand views over the whole year but it landed me so many speaking opportunities right so I just think of that for you to get more
01:03:07.490 --> 01:03:12.638
[SPEAKER_02]: in the future because obviously when people see you on stage it's just immediate authority and they want to learn more about you.
01:03:12.878 --> 01:03:13.760
[SPEAKER_02]: Right.
01:03:13.780 --> 01:03:17.926
[SPEAKER_02]: The other cool thing about the clips is we've noticed the framing is really important.
01:03:17.967 --> 01:03:21.212
[SPEAKER_02]: People are watching videos saying why should I listen to this person.
01:03:21.993 --> 01:03:23.395
[SPEAKER_02]: And so normally we have like that intro.
01:03:23.936 --> 01:03:32.890
[SPEAKER_02]: On the YouTube video just you starting off in front of 500 people is enough of a signal or you on holding a mic on a stage for a sort form is enough of a signal.
01:03:32.870 --> 01:03:33.230
[SPEAKER_02]: Right.
01:03:34.051 --> 01:03:46.103
[SPEAKER_02]: So just to kind of wrap up this whole up in far as real Scott goes because I know, you know, there are people we can't throw, who care like there are people who are in real estate and I've heard incredible feedback on the tools to how can people learn more about real Scott.
01:03:46.123 --> 01:03:48.024
[SPEAKER_00]: Yeah, real Scott.com is the best way to find out more.
01:03:48.044 --> 01:03:53.670
[SPEAKER_00]: We essentially take all of the leads and contacts in your database and then we automatically nurture them so you don't have to.
01:03:53.950 --> 01:03:59.215
[SPEAKER_00]: And then you get to just respond to people who give you that signal that you're talking about,
01:03:59.195 --> 01:04:00.557
[SPEAKER_02]: So you guys take the same concept.
01:04:00.577 --> 01:04:01.238
[SPEAKER_02]: This is super meta.
01:04:01.258 --> 01:04:03.762
[SPEAKER_02]: Like you take the same thing we just taught and you do it in the product.
01:04:03.782 --> 01:04:04.583
[SPEAKER_00]: Yes, at scale.
01:04:04.603 --> 01:04:12.275
[SPEAKER_00]: So I mean we have agents who have 10 or 15 contacts but we also have the biggest teams in the country that have hundreds of thousands or even millions of contacts.
01:04:12.696 --> 01:04:15.681
[SPEAKER_00]: We nurture that at scale to help them generate more business.
01:04:15.741 --> 01:04:17.604
[SPEAKER_02]: So we also got helps you scale the unscalable.
01:04:17.804 --> 01:04:18.144
[SPEAKER_02]: That's right.
01:04:18.265 --> 01:04:18.745
[SPEAKER_02]: There we go.
01:04:18.826 --> 01:04:23.633
[SPEAKER_02]: This is awesome and then from a personal brand perspective is Instagram the best place for people to connect with you.
01:04:23.653 --> 01:04:24.915
[SPEAKER_02]: Yeah, just a flakner.
01:04:24.895 --> 01:04:45.874
[SPEAKER_02]: awesome so we'll put that link in the in the notes and guys if you don't if you fall and you're you in you saw him on the episode shoot him a DM and just type the word kneel to start your DM like you saw him on kneel's show so that he knows we saw this and then the other cool thing is give him shit if you don't see him posting more about the time please there yeah because we want him to blow up his personal brand even more than what he's doing right now
01:04:45.854 --> 01:04:47.096
[SPEAKER_02]: But I hope this is helpful for you.
01:04:47.337 --> 01:04:55.253
[SPEAKER_02]: If you think about any of the things we talked about today that you would like me to go in deeper on more strategy on future episodes, I literally read every single comment.
01:04:55.613 --> 01:04:58.880
[SPEAKER_02]: My team and I, we look at all these and your comments are what we make content about.
01:04:58.920 --> 01:05:03.930
[SPEAKER_02]: So please leave a comment on what you'd like us to go in on in the future and we will see you on the next episode.
00:00.031 --> 00:02.153
[SPEAKER_02]: But in 2026, the game has changed.
00:02.173 --> 00:05.416
[SPEAKER_02]: The biggest founders in the world are now building their personal brand.
00:05.476 --> 00:05.736
[SPEAKER_02]: Why?
00:06.217 --> 00:10.641
[SPEAKER_02]: Because they realize that people buy into people and stories not just products.
00:10.741 --> 00:12.903
[SPEAKER_02]: And so for today's episode, we have someone who's doing just that.
00:12.963 --> 00:13.883
[SPEAKER_02]: His name is Andrew Flagner.
00:13.924 --> 00:17.887
[SPEAKER_02]: He is the founder and CEO of RealScal, which is a SaaS company for Real Estate.
00:18.047 --> 00:20.389
[SPEAKER_02]: This guy was the youngest real estate agent at Keller Williams.
00:20.549 --> 00:23.692
[SPEAKER_02]: Before the age of 30, he had founded and had two exits.
00:23.973 --> 00:25.414
[SPEAKER_02]: He's Forbes 30 under 30.
00:25.454 --> 00:30.038
[SPEAKER_02]: And he started this company from nothing
00:30.018 --> 00:34.763
[SPEAKER_00]: Often, if you will say that startups are an emotional roller coaster, I work for 10 years and almost lost everything.
00:37.122 --> 00:38.203
[SPEAKER_02]: Thank you so much for being here, Andrew.
00:38.223 --> 00:39.105
[SPEAKER_02]: This is awesome.
00:39.125 --> 00:39.906
[SPEAKER_02]: Okay, it's good to be here, man.
00:39.926 --> 00:40.687
[SPEAKER_02]: Thanks for having me.
00:40.707 --> 00:49.118
[SPEAKER_02]: I'm really excited for the combo, because you are doing the thing that so many others are trying to do right now, which is build your personal brand, start up podcasts, do all the things.
00:49.638 --> 00:52.682
[SPEAKER_02]: Meanwhile, run this huge business, which takes up all your time.
00:52.762 --> 00:55.606
[SPEAKER_02]: Meanwhile, you got two kids at home and you're starting a family and all that stuff.
00:55.626 --> 01:00.873
[SPEAKER_02]: So my first question to you before we get into all the tactics is why did you make that shift?
01:00.893 --> 01:02.455
[SPEAKER_02]: Cause I've noticed a big shift in the last.
01:02.435 --> 01:02.736
[SPEAKER_00]: year.
01:03.077 --> 01:08.349
[SPEAKER_00]: Yeah, well, I think the lines between business and its founders are starting to blur, right?
01:08.630 --> 01:12.819
[SPEAKER_00]: And like you said earlier, people are building more connection with people than they are with companies.
01:12.900 --> 01:13.120
[SPEAKER_00]: So,
01:13.690 --> 01:16.573
[SPEAKER_00]: I found it to be the tie that rises all the ships.
01:16.854 --> 01:21.459
[SPEAKER_00]: There's actually not one ship that a bigger personal brand won't benefit the company.
01:22.000 --> 01:28.428
[SPEAKER_00]: So whether it's, yes, people often talk about it in terms of growing business, growing revenue, getting more prospects.
01:28.988 --> 01:35.096
[SPEAKER_00]: But there's also the benefit to recruiting talent or morale at the company or retention.
01:35.496 --> 01:42.685
[SPEAKER_00]: Customers feeling like they are betting on the right horse because they see leadership of the company on stage
01:42.665 --> 01:44.788
[SPEAKER_00]: impressions through podcasts and things like that.
01:45.228 --> 01:50.454
[SPEAKER_02]: Yeah, I think it's really, I love the fact that you brought this up to start because that is probably the biggest benefit.
01:50.514 --> 01:55.460
[SPEAKER_02]: I talked to a guy, Jesse Itzler, who's a billionaire, or I believe his family's a billionaire.
01:55.480 --> 01:59.926
[SPEAKER_02]: His probably worth hundreds of millions, but his wife is a billionaire who famously sold the company's banks.
02:00.707 --> 02:11.760
[SPEAKER_02]: And so he's had so many cool businesses and exits along the way and he told me the biggest benefits from his personal brand were things that
02:11.740 --> 02:13.864
[SPEAKER_02]: They were wins that were unplanned, right?
02:14.004 --> 02:18.572
[SPEAKER_02]: It was a conversation that started and then this happened and this happened, this connected with so-and-so.
02:19.013 --> 02:26.146
[SPEAKER_02]: And so I just think for people who are building the brand, it's like, what are you doing that has connected you to an asymmetric opportunity, you know?
02:26.166 --> 02:30.113
[SPEAKER_02]: Like, symmetric would be like, you invest this time in money and you get this return, that's fine.
02:30.574 --> 02:35.723
[SPEAKER_02]: But you're doing something where the return could be nothing or it could be completely unlimited upside.
02:35.804 --> 02:38.608
[SPEAKER_00]: Yeah, well, I think there's this thing called a cumulative advantage.
02:38.628 --> 02:41.671
[SPEAKER_00]: I think it was made popular by Malcolm Gladwell in the book Outliers.
02:41.752 --> 02:45.777
[SPEAKER_00]: But the idea is that every win is a springboard into a bigger win.
02:46.317 --> 02:51.884
[SPEAKER_00]: And that's something that I find is true in personal branding or in content or relationship building.
02:52.065 --> 02:54.968
[SPEAKER_00]: I mean, when I started my company, I was in my 20s.
02:55.569 --> 03:00.195
[SPEAKER_00]: I'd had very little credibility or brand awareness in my industry.
03:00.656 --> 03:02.218
[SPEAKER_00]: But you had to start from somewhere.
03:02.378 --> 03:05.642
[SPEAKER_00]: And for me, it started with relationships.
03:05.960 --> 03:13.402
[SPEAKER_00]: it was and it still is a lot of old fashion, you know, belly to belly, you know, getting drinks or, you know, meeting somebody to conference or having a meeting.
03:14.244 --> 03:16.671
[SPEAKER_00]: But content is certainly a way to scale that.
03:16.771 --> 03:18.737
[SPEAKER_00]: It's a way to,
03:19.021 --> 03:36.996
[SPEAKER_00]: build relationships with a bigger following and some of those relationships may just start with somebody viewing your content, but then maybe down the road and down the funnel they are engaging with your content or commenting their messaging you and realistically and often times it turns into a more meaningful business relationship.
03:36.976 --> 03:37.737
[SPEAKER_02]: Yeah, that's awesome.
03:37.757 --> 04:00.368
[SPEAKER_02]: So I'm thinking for this episode, what's going to be really helpful is, we're going to dive into your strategy and how we could, like the questions you had even right before we started of how Andrew is scaling his content team, the questions he had about hiring, also where content should go, what's the best strategy because I feel like if you're going to be putting out content and this would work for you, whether you're a bootstrapped and you're just starting off your personal brand or whether
04:00.348 --> 04:03.276
[SPEAKER_02]: you are at a certain place of success and you want to take it to the next level.
04:03.316 --> 04:04.378
[SPEAKER_02]: It's the same process.
04:04.960 --> 04:08.850
[SPEAKER_02]: But I think the big thing is not just spinning your wheels.
04:09.171 --> 04:12.820
[SPEAKER_02]: If you're going to do something, you want it to get resolved because we all have limited time.
04:13.522 --> 04:15.387
[SPEAKER_02]: If you're going to do a podcast,
04:15.367 --> 04:21.353
[SPEAKER_02]: We might as well spend the additional time or effort to package it correctly so that way more people see it.
04:21.913 --> 04:27.639
[SPEAKER_02]: And that's the crazy part is not just being consistent, but being intentionally consistent, right?
04:27.659 --> 04:32.944
[SPEAKER_02]: Because if you think about, I have to spend this much time on content on the pod or on these clips.
04:33.464 --> 04:34.605
[SPEAKER_02]: Well, you're going to spend the time anyway.
04:34.645 --> 04:37.989
[SPEAKER_02]: What if we just made two tweaks that double triple 10x the views?
04:38.869 --> 04:44.715
[SPEAKER_02]: Like, that's the tweaks you need to put in the same effort.
04:44.695 --> 05:01.641
[SPEAKER_00]: right and I'm learning I mean we all are that we are students of this content creation and all the rules are changing all the technology is changing and so I've actually been enjoying the podcast because it's forced homework right before I interviewed you for my podcast I you know was forced to watch
05:01.840 --> 05:05.285
[SPEAKER_00]: a ton of content and take a lot of notes and learn a lot in the process.
05:05.585 --> 05:11.273
[SPEAKER_02]: Yeah, so it's like networking on steroids, but then also you're learning the subject matter, expertise of the guest.
05:11.554 --> 05:11.914
[SPEAKER_00]: That's right.
05:12.054 --> 05:20.807
[SPEAKER_00]: But I will say that the networking on steroids I severely underestimated the impact of that because remember I've been doing this for 13, 14 years now, building my company at Real Scout.
05:21.167 --> 05:21.688
[SPEAKER_00]: Bye.
05:22.647 --> 05:33.883
[SPEAKER_00]: Even though I have relationships with a lot of the playmakers in the business, it wasn't until I sat down for an hour or two hours with my inner viewies that the relationship went to a whole other level.
05:34.564 --> 05:42.555
[SPEAKER_00]: And now I consider myself friends with a lot of the people who I once looked up to and thought, oh my gosh, like someday, you know, I might be the CEO of a company as large as theirs.
05:42.955 --> 05:46.460
[SPEAKER_00]: Now we are working on strategy together, working on partnerships together.
05:46.540 --> 05:47.862
[SPEAKER_00]: So that is completely
05:47.842 --> 05:49.464
[SPEAKER_00]: exceeded my expectations.
05:49.744 --> 05:50.886
[SPEAKER_02]: Yeah, I think about this a lot.
05:50.926 --> 05:53.489
[SPEAKER_02]: Like you talked about the insulate benefits and how it gets you there.
05:53.509 --> 06:05.224
[SPEAKER_02]: So when people think about a roadmap with personal brand, I think they think of things the old school way which is like, do this, get this and we'll just keep moving in this like, you know, horizontal plane.
06:05.244 --> 06:07.948
[SPEAKER_02]: I think that this is like a squiggly line all over the place.
06:07.968 --> 06:08.128
[SPEAKER_02]: Right.
06:08.288 --> 06:11.272
[SPEAKER_02]: And that's the hard part, but you just have to know that there's huge upside.
06:11.292 --> 06:11.993
[SPEAKER_02]: So,
06:11.973 --> 06:31.112
[SPEAKER_02]: this is a strategy I recommend and you're doing it and now we could squeeze it for more so it's starting a podcast and it could be a weekly upload it could be a monthly upload depending on what you want to do but with with with the right guests right so there it's not just with everybody but it's finding the right guests and so you want guests that would bring value to the audience
06:31.092 --> 06:34.537
[SPEAKER_02]: but then also would be a good connection for you and your business.
06:34.577 --> 06:37.321
[SPEAKER_02]: There's something some collab there that you could work together with.
06:38.042 --> 06:45.833
[SPEAKER_02]: And so I think about first and foremost, like you started off wanting to serve the audience of real estate agents with the pod.
06:45.853 --> 06:49.097
[SPEAKER_02]: I think it's expanding now to entrepreneurs, honestly.
06:49.618 --> 06:53.083
[SPEAKER_02]: But in the beginning, I think you have an avatar, which is a real estate agent, correct?
06:53.063 --> 06:59.974
[SPEAKER_00]: Right, it could be real estate agent, team leader, brokerage executive, that was really the trifecta that I was going after.
07:00.034 --> 07:06.464
[SPEAKER_00]: And you could say, hey, this is my desired business outcome is to connect with these people.
07:06.524 --> 07:10.270
[SPEAKER_00]: So how do I develop content that would appeal to them?
07:10.711 --> 07:13.896
[SPEAKER_00]: But in many ways, I did the opposite, which I looked at, like, what is my superpower?
07:13.976 --> 07:15.599
[SPEAKER_00]: My superpower is connecting with people.
07:15.699 --> 07:16.821
[SPEAKER_00]: I love connecting with people.
07:16.861 --> 07:19.645
[SPEAKER_00]: It's sincerely what brings me joy
07:19.625 --> 07:25.033
[SPEAKER_00]: You know, enough time in this industry, I have developed relationships with a lot of the biggest playmakers in the business.
07:25.654 --> 07:29.620
[SPEAKER_00]: And this was a way to extend what I'm already doing, right?
07:29.660 --> 07:30.982
[SPEAKER_00]: Double not on what I'm already doing.
07:31.002 --> 07:40.857
[SPEAKER_00]: So if you are an educator and you are constantly educating your clients or or educating your customers and your prospects, then it probably makes sense for you to do more like talking ahead.
07:41.157 --> 07:55.778
[SPEAKER_00]: Um, you know, more, you know, your take on the daily news, things like that, but for me, I wanted to just expose my audience to the conversations I'm already having with people like you and allow them to tap into those conversations and learn something from it.
07:56.019 --> 08:05.773
[SPEAKER_02]: Yeah, so I think the, the less of everybody is, if you're going to do a podcast, who are the people that you would bring value to your audience, but they also, how could you leverage that to do more?
08:05.853 --> 08:07.435
[SPEAKER_02]: So for example,
08:07.415 --> 08:11.142
[SPEAKER_02]: You know, somebody watching a listing is like, hey, well, I don't have a tech company.
08:11.362 --> 08:12.304
[SPEAKER_02]: Well, what are you selling?
08:12.825 --> 08:13.105
[SPEAKER_02]: Right.
08:13.125 --> 08:14.027
[SPEAKER_02]: You might be selling real estate.
08:14.047 --> 08:17.173
[SPEAKER_02]: Mortgage, you might be insurance, whatever, or coaching, consulting, whatever.
08:17.754 --> 08:19.597
[SPEAKER_02]: Who are the next level relationships?
08:19.617 --> 08:21.861
[SPEAKER_02]: I think people are always like, hey, how do I get my next client?
08:22.462 --> 08:25.889
[SPEAKER_02]: It's what's the strategy you get your next hundred clients or thousand clients?
08:26.369 --> 08:30.537
[SPEAKER_02]: And so, if you're on a podcast with someone who has a network of
08:30.517 --> 08:33.604
[SPEAKER_02]: 10,000 real estate agents, that's a great, obviously, connection.
08:33.624 --> 08:37.814
[SPEAKER_02]: But then it's not just like, hey, how can I get them to buy my real Scott?
08:37.834 --> 08:42.585
[SPEAKER_02]: It's like, hey, if I develop a relationship with this individual, maybe they're going to have me speak at their next thing.
08:42.966 --> 08:43.127
[SPEAKER_02]: Right.
08:43.487 --> 08:46.294
[SPEAKER_02]: Maybe more people in their company are going to get to know me.
08:46.354 --> 08:48.880
[SPEAKER_02]: And then we can have the conversation about like,
08:48.860 --> 08:51.262
[SPEAKER_02]: It would be a lower partnership, for exactly.
08:51.342 --> 08:55.747
[SPEAKER_00]: Yeah, when I look in the rear of the mirror of what's driven our success as a company, it's all started with relationships.
08:55.787 --> 08:57.428
[SPEAKER_00]: And that's true for anyone in business.
08:57.509 --> 09:08.459
[SPEAKER_00]: And so if you take out a whiteboard and you look at this blue sky analysis of, like, who would be the people that you want to get closer with in order to propel your business forward, that would be a good starting point.
09:08.740 --> 09:11.122
[SPEAKER_00]: And then what you said about driving value is really important too, right?
09:11.142 --> 09:17.128
[SPEAKER_00]: There's some pretty influential and powerful people in real estate who I'm not interviewing because I just don't think it would be as relevant to my audience.
09:17.108 --> 09:24.847
[SPEAKER_00]: So if you can have that venn diagram overlapped, which is like people in this circle are the people who are really powerful and influential and can bring your business forward.
09:25.127 --> 09:31.122
[SPEAKER_00]: And then in this circle, it's the people who have a lot of value to impart on the audience.
09:31.342 --> 09:34.510
[SPEAKER_00]: Where that overlap happens is where the magic is.
09:34.490 --> 09:36.012
[SPEAKER_02]: So I hope you're enjoying today's podcast.
09:36.132 --> 09:38.774
[SPEAKER_02]: I want to quickly tell you about something that's really helping my audience.
09:38.915 --> 09:41.377
[SPEAKER_02]: Once a week I send out my forward focus email.
09:41.457 --> 09:46.122
[SPEAKER_02]: This is one tip that's going to help you move the needle in your business, your personal brand, your content strategy.
09:46.723 --> 09:52.088
[SPEAKER_02]: And honestly, I have never received this much positive feedback from a single piece of marketing ever in my whole career.
09:52.209 --> 09:59.316
[SPEAKER_02]: So I know this is really helping people take you about 60 seconds to read and just gives you that clarity in the world of all this chaos and noise.
09:59.296 --> 10:06.314
[SPEAKER_02]: So if you want to get access to this week's issue and get this every week for me, just check out the link in the description below and I'll shoot it over to you.
10:06.675 --> 10:08.901
[SPEAKER_02]: And for now, let's get back to the episode.
10:09.623 --> 10:10.124
[SPEAKER_02]: Yeah.
10:10.144 --> 10:25.869
[SPEAKER_02]: And just to kind of take a step back, we're going to go through a framework of, okay, we talked about this before a content connection conversion, or I've a move framework, which is really important on how we move people along a path to eventually working with us.
10:26.049 --> 10:28.033
[SPEAKER_02]: And this would work for any business, any entrepreneur.
10:28.053 --> 10:34.483
[SPEAKER_02]: It's like, move is the acronym is like, M is going to be make them notice, like pay attention.
10:34.463 --> 10:39.409
[SPEAKER_02]: The O is going to be to offer them clarity, and then the V is interesting, it's vibes.
10:39.969 --> 10:48.999
[SPEAKER_02]: It's like the connection, the personal thing, stuff that maybe people aren't comfortable sharing, and we're going to dive into that, and then the E is going to be enabled in next step, like whether those next steps to working with us, collaborating with us, all those things.
10:49.300 --> 10:54.165
[SPEAKER_02]: And if you use that full framework, the success that you have with your personal brand is like next level.
10:54.345 --> 10:57.689
[SPEAKER_02]: And I think people don't think about it that way, so that's what I wanted to dive into.
10:57.729 --> 11:02.074
[SPEAKER_02]: So the first part is content strategy, which was the podcast.
11:02.054 --> 11:06.662
[SPEAKER_02]: But then there's also like just straight talking ahead videos.
11:06.722 --> 11:12.052
[SPEAKER_02]: So can you talk about like when you think about making an educational piece of content, what are you posting right now?
11:12.072 --> 11:12.613
[SPEAKER_02]: What do you think about?
11:12.633 --> 11:15.958
[SPEAKER_02]: And then we can go through how to double triple quadruple those views.
11:16.159 --> 11:19.024
[SPEAKER_00]: Yeah, so I'm not doing a lot of that, but I have experimented a little bit.
11:19.184 --> 11:20.767
[SPEAKER_00]: And it's worked really, really well.
11:21.308 --> 11:23.151
[SPEAKER_02]: So I noticed you did newsjacking.
11:23.131 --> 11:23.813
[SPEAKER_00]: a little bit.
11:23.833 --> 11:24.474
[SPEAKER_00]: I did, yeah.
11:24.514 --> 11:36.281
[SPEAKER_00]: So there was an article that came out basically a compass, the largest real estate brokerage in the US came out with a product and that product looked a lot like a product that real scout had developed in the past.
11:36.341 --> 11:36.702
[SPEAKER_00]: And so
11:36.935 --> 11:43.849
[SPEAKER_00]: Instead of getting defensive about that or pointing fingers, we actually just broke it down for the audience, like, hey, what does this product do?
11:43.869 --> 11:51.064
[SPEAKER_00]: And why should we be tipping our hat to compass for hopping on the bandwagon and bringing this product to market?
11:51.364 --> 11:52.627
[SPEAKER_00]: So we kind of broke it down for people.
11:53.629 --> 11:57.036
[SPEAKER_00]: The product was like, how do you expose buyer demand in a way that can help you?
11:57.016 --> 11:59.822
[SPEAKER_00]: when we're listing appointments and generating more business.
11:59.882 --> 12:01.786
[SPEAKER_00]: And so we broke down like, okay, what does this mean?
12:01.846 --> 12:02.407
[SPEAKER_00]: Why is it good?
12:02.848 --> 12:05.033
[SPEAKER_00]: And then be like, what does our take?
12:05.213 --> 12:08.440
[SPEAKER_00]: And we have to have very nuanced take because we're experts in that field.
12:08.701 --> 12:16.898
[SPEAKER_02]: Okay, so the takeaway is you have news that affects your subject matter expertise or your industry, it would affect the audience.
12:16.878 --> 12:20.263
[SPEAKER_02]: and you're bringing that news and you're take on it, right?
12:20.503 --> 12:27.553
[SPEAKER_02]: And so I think one of the things that I would recommend to you, which would crush right now, is anytime you look, you scan the news.
12:27.633 --> 12:34.583
[SPEAKER_02]: And you can put this on your Apple news and you could set alerts in Google or whatever, but look at the just scan it really quick in the morning.
12:34.563 --> 12:38.067
[SPEAKER_02]: And we do this anyways, like you're in the business, you do it anyway.
12:38.307 --> 12:46.516
[SPEAKER_02]: But like if you ever have a feeling or a point of view on one of those things, right, just save it, like screenshot it and put it in the things to talk about, right, call them.
12:46.536 --> 12:54.185
[SPEAKER_02]: And so like, if you could make that piece of contest day, maybe great, but most of the time your day stacked, you like, but at least you'll have the idea for when the time comes.
12:54.205 --> 12:55.166
[SPEAKER_02]: Yeah, it goes in the eyes box.
12:55.346 --> 12:55.606
[SPEAKER_02]: Correct.
12:55.686 --> 13:03.355
[SPEAKER_02]: Yeah, because I feel like people go to make content and they're like, I have so many things I could talk about right now, but I don't know which one and I don't do any of them.
13:03.335 --> 13:21.205
[SPEAKER_02]: Yep, and so I just think for you if you ever have a point of view That is something that's gold honestly and that will likely be a really high-performing piece of content for you If you have a point of view on it and you can do it in a respectful way to I'm not saying like go on there and give rants all day That's not that that's not your vibe anyways, right?
13:21.225 --> 13:28.718
[SPEAKER_02]: But if you do have a unique take like here's something I believe and this is where the gold is for everybody like people are always asking
13:28.698 --> 13:31.824
[SPEAKER_02]: What's the number one way to win on social?
13:32.385 --> 13:35.752
[SPEAKER_02]: And they think it's going to be your packaging, your hooks, your headlines.
13:35.772 --> 13:37.075
[SPEAKER_02]: And those are all like good.
13:37.115 --> 13:37.897
[SPEAKER_02]: They're very important.
13:38.598 --> 13:45.712
[SPEAKER_02]: But honestly, the number one way for a personal brand to win is going to be what is your unique point of view on X, right?
13:46.213 --> 13:47.095
[SPEAKER_02]: And fill in the blank.
13:47.075 --> 13:53.087
[SPEAKER_00]: Yeah, because people flip through the headlines on their own, but they want to anchor themselves in an opinion of somebody they trust.
13:53.107 --> 13:58.097
[SPEAKER_02]: Yeah, and like you might, somebody might disagree, but I have found like people think it's divisive.
13:58.197 --> 14:00.461
[SPEAKER_02]: It's not if you do it in a respectful way, right?
14:00.662 --> 14:04.830
[SPEAKER_02]: You don't like, I have people where they completely disagree, but we can still be friends.
14:04.810 --> 14:14.763
[SPEAKER_00]: Well, by the way, where this whole conversation comes together is, you know, when I'm doing my podcast with playmakers in the industry, oftentimes what's being spoken about is breaking news.
14:15.223 --> 14:23.834
[SPEAKER_00]: So good example was I interviewed a guy named Errol Samuelson, who is the Chief Development Officer at Chief Industry Development Officer at Zillow.
14:24.535 --> 14:31.003
[SPEAKER_00]: And I interviewed him at their conference in Vegas and they actually had some announcements that they were breaking.
14:31.287 --> 14:53.464
[SPEAKER_00]: Alongside this podcast, and so then it was actually a really great way for me to bring news and my Perspective on that news to my audience without actually having to look outside of my own content Yeah, and so I think about any time that news hits one thing you could do like that was a perfect example But like you break the news down and this is in a short form piece of content
14:53.444 --> 14:58.051
[SPEAKER_02]: You could do this once a week and it will likely be your highest viewed video every single week.
14:58.611 --> 15:00.174
[SPEAKER_02]: It's going to be, here's what happened.
15:00.674 --> 15:01.415
[SPEAKER_02]: Did you guys see this?
15:01.496 --> 15:02.357
[SPEAKER_02]: Make an observation.
15:02.697 --> 15:02.918
[SPEAKER_02]: Right.
15:03.258 --> 15:09.026
[SPEAKER_02]: I love the fact that a lot of content that performs the best is not you forcing activities on people.
15:09.086 --> 15:10.348
[SPEAKER_02]: It's just making an observation.
15:10.789 --> 15:11.690
[SPEAKER_02]: Hey, I noticed this happened.
15:11.710 --> 15:12.692
[SPEAKER_02]: Or did you guys see this happened?
15:13.493 --> 15:15.115
[SPEAKER_02]: Here's what this means.
15:15.095 --> 15:18.122
[SPEAKER_02]: and then also here's one thing that no one's talking about, right?
15:18.142 --> 15:23.896
[SPEAKER_02]: Because that gives them in the beginning of the video in the first few seconds, indication that there's going to be a unique take here.
15:24.016 --> 15:29.870
[SPEAKER_02]: There's going to be, as my wife says, like, some tea or something, something spicy about this, and it doesn't have to be like something crazy.
15:30.251 --> 15:32.817
[SPEAKER_02]: I think people are afraid to make that promise because they're like,
15:32.797 --> 15:33.818
[SPEAKER_02]: Well, my take's just nothing.
15:33.838 --> 15:35.280
[SPEAKER_02]: Well, your take is something I'm not hearing.
15:35.921 --> 15:40.968
[SPEAKER_02]: Or it could be like, I've seen this and there's some nuance need, like, people need to explain this more.
15:41.248 --> 15:42.349
[SPEAKER_02]: They're just giving you the thing.
15:42.430 --> 15:46.835
[SPEAKER_00]: But, by the way, a lot of people are already doing that, just by posting a comment on an article or something like that.
15:46.875 --> 15:51.421
[SPEAKER_00]: But think about how much value that brings to you in your business to leave a comment on someone else's posts.
15:51.461 --> 16:00.834
[SPEAKER_00]: It's pretty much nothing compared to if you could just spend, you know, a few minutes turning that comment into a really short take that you can post on your channels.
16:00.934 --> 16:01.875
[SPEAKER_00]: That's going to get, you know,
16:02.142 --> 16:03.503
[SPEAKER_00]: thousands or tens of thousands of views.
16:03.884 --> 16:10.130
[SPEAKER_02]: Yeah, and so one another hack on this, which was you can use a headline in the tactic is like put the headline up for the first few seconds.
16:10.810 --> 16:15.095
[SPEAKER_02]: It's from a publication that people recognize, then you insert your point of view inside the video.
16:15.555 --> 16:19.419
[SPEAKER_02]: The other way, like you just brought up, which is glad is, which I'm glad you did is, you take a comment.
16:20.120 --> 16:30.850
[SPEAKER_02]: So there's somebody else broken is, or the publication, or the thing broken is, and you see a comment in there where you believe that that comment is, you have an opinion on it, or you can answer it, that question.
16:30.830 --> 16:34.396
[SPEAKER_02]: you're going to apply that comment as your hook, and that video will blow up for you.
16:34.416 --> 16:37.902
[SPEAKER_02]: So if this is something you're not doing, I would encourage you to just throw that in the mix.
16:37.922 --> 16:38.563
[SPEAKER_00]: Yeah, I'm not doing that.
16:38.584 --> 16:40.867
[SPEAKER_00]: I didn't even know that you could do that, so I'm happy you brought it up.
16:41.108 --> 16:45.175
[SPEAKER_02]: Yeah, so your answer to that comment, instead of just typing it, should be a video.
16:45.756 --> 16:45.896
[SPEAKER_02]: Right.
16:45.976 --> 16:49.783
[SPEAKER_02]: We just did this, like I said last night in the video,
16:49.763 --> 16:51.825
[SPEAKER_02]: was a ten X of what it normally would be for me.
16:51.905 --> 16:52.887
[SPEAKER_02]: So that would work.
16:52.907 --> 17:03.058
[SPEAKER_02]: The next thing I was going to ask you about, and I think this is something you've talked about in your own business strategy, but it also works with content as punching above your weight class.
17:03.879 --> 17:13.510
[SPEAKER_02]: And so I want to talk about how maybe a one way you've done that when you were scaling real scale, but then knowing what you know now and what we're doing with your personal brand, I
17:13.490 --> 17:17.274
[SPEAKER_02]: how would you suggest, or how would you have done a different using personal brand?
17:17.855 --> 17:24.823
[SPEAKER_02]: Hmm, because I know you've scaled this with relationships, but these before you even post a video, or you weren't really doing much with content.
17:25.003 --> 17:28.527
[SPEAKER_00]: A lot of it has to do with brand affiliation and this comes back to relationships.
17:28.547 --> 17:35.275
[SPEAKER_00]: I'll sound like a broken record on this, but I remember thinking that when I went to an industry conference, there were dinners that I wasn't being invited to.
17:35.335 --> 17:38.198
[SPEAKER_00]: There were conversations happening where I wasn't in the room,
17:38.515 --> 17:48.812
[SPEAKER_00]: And what I decided to do was set my own table right quite literally we would I would partner with another entrepreneur I would create a leadership in real estate dinner and you can just insert your industry.
17:49.180 --> 17:50.722
[SPEAKER_00]: in the placeholder of real estate there.
17:51.243 --> 17:54.108
[SPEAKER_00]: But I would invite people to a leadership in real estate dinner.
17:54.148 --> 18:06.226
[SPEAKER_00]: I would leverage maybe just one or two powerful relationships with an industry influencer to anchor that dinner and say that, hey, I'm hosting this dinner and the publisher of this big news company is going to be there.
18:06.286 --> 18:09.872
[SPEAKER_00]: And that made it a lot easier to get person two, person three, person four.
18:09.852 --> 18:17.505
[SPEAKER_00]: And we would fill the table and we would actually be, I would actually be the least influential, least powerful person in the room, which is exactly where I want to be.
18:18.226 --> 18:21.051
[SPEAKER_00]: And once you do this dinner once, then it has a bit of a reputation.
18:21.211 --> 18:31.489
[SPEAKER_00]: And we would find ways to dress these things up in a way that wasn't that expensive.
18:31.823 --> 18:33.004
[SPEAKER_00]: Hey, come to this dinner.
18:33.184 --> 18:37.489
[SPEAKER_00]: We have a chef who used to work in a Michelin star restaurant, which is actually a deeper than you think.
18:37.990 --> 18:50.443
[SPEAKER_00]: And we leverage relationships to find a really cool spot, whether it's a private room at a restaurant or more likely it would be like somebody's house that we would literally just have a more intimate, personal feel to the whole event.
18:51.104 --> 18:52.005
[SPEAKER_00]: So that's one way, right?
18:52.085 --> 18:55.649
[SPEAKER_00]: And then leveraging that to do more things in the same vein.
18:55.769 --> 18:59.873
[SPEAKER_02]: So this is huge, by the way, just to pause on this
18:59.853 --> 19:13.088
[SPEAKER_02]: And by the way, this is the reason why we're doing this live, Andrew is like, we don't have any prep on this, but if anybody watching a listening like this is literally the first time I'm hearing these stories from Andrew, first time he's telling, and we're going to get into some stuff he said he's never told anybody before.
19:13.128 --> 19:14.269
[SPEAKER_02]: So stay tuned for that.
19:14.790 --> 19:15.391
[SPEAKER_02]: But think about this.
19:15.971 --> 19:18.454
[SPEAKER_02]: This is one of your strategies, your core strategies.
19:19.175 --> 19:24.060
[SPEAKER_02]: And so one of the things that you must teach with your personal brand is that things that got you success.
19:24.120 --> 19:26.383
[SPEAKER_02]: So like, and you would name it.
19:26.363 --> 19:35.074
[SPEAKER_02]: And what's cool about that, bro, is like if somebody asks you on a podcast, you could be, you would start and you already do this to some degree, but you're going to take it to the next level.
19:35.134 --> 19:37.257
[SPEAKER_02]: Now, is you start to speak in soundbites.
19:37.718 --> 19:44.687
[SPEAKER_02]: So when I would say like what's one way you would apply this or thing, you would be like the number one thing I would tell an entrepreneur is, you notice surround us?
19:44.907 --> 19:45.067
[SPEAKER_02]: Yeah.
19:45.227 --> 19:46.949
[SPEAKER_02]: Every single answer is a clip.
19:47.190 --> 19:47.390
[SPEAKER_02]: Right.
19:47.590 --> 19:48.912
[SPEAKER_02]: Because he's thinking,
19:48.892 --> 19:54.903
[SPEAKER_02]: So, as you start to do pods, as you start to be more guest on pods, as you start to speak on stages, you start to speak and sound wise.
19:55.143 --> 20:01.775
[SPEAKER_02]: This works great for retention, as you're speaking in like, in clips of value, but then also you know you just made a clip.
20:01.795 --> 20:01.915
[SPEAKER_02]: Right.
20:01.936 --> 20:05.141
[SPEAKER_02]: So, I know you just made a clip right now because that is a strategy.
20:05.201 --> 20:06.664
[SPEAKER_02]: The strategy is,
20:06.644 --> 20:07.525
[SPEAKER_02]: host the party.
20:07.886 --> 20:08.226
[SPEAKER_02]: That's right.
20:08.687 --> 20:11.190
[SPEAKER_00]: If you're not invited to the right dinner party, make your own dinner party.
20:11.330 --> 20:16.717
[SPEAKER_02]: Yes, but like there's a way, there's a bar as a kids would say, way of saying that.
20:16.737 --> 20:16.857
[SPEAKER_02]: Right.
20:16.877 --> 20:19.941
[SPEAKER_02]: And you can use Claude or GPT to come up with like, here I have this thing I do.
20:20.582 --> 20:21.143
[SPEAKER_02]: It's do this.
20:21.604 --> 20:23.226
[SPEAKER_02]: It will give you like three ways to say it.
20:23.246 --> 20:24.307
[SPEAKER_02]: And one of them is going to be yours.
20:24.548 --> 20:25.108
[SPEAKER_02]: Right.
20:25.128 --> 20:28.753
[SPEAKER_02]: That's going to be one of the
20:28.733 --> 20:30.015
[SPEAKER_02]: And so you'll start to make a list.
20:30.035 --> 20:31.136
[SPEAKER_02]: And I would encourage everyone to do this.
20:31.176 --> 20:33.239
[SPEAKER_02]: And including you is like, what are those things?
20:33.379 --> 20:34.601
[SPEAKER_02]: The secrets to your success.
20:34.781 --> 20:40.269
[SPEAKER_02]: One of the secrets to your success is to set, be the host, make your own party.
20:40.910 --> 20:42.151
[SPEAKER_02]: Yeah, don't wait for it.
20:42.512 --> 20:54.268
[SPEAKER_00]: And in the same vein, the craziest thing we ever did to grow real scout was a campaign where we'd hand delivered freshly baked chocolate chip cookies to open houses throughout the entire San Francisco Bay area.
20:54.248 --> 20:56.893
[SPEAKER_00]: And what we did was we got press on it.
20:57.214 --> 21:03.366
[SPEAKER_00]: We said, hey, if you sign up for this link, we will handle a little freshly baked chocolate chip cookies to your open house this weekend.
21:03.767 --> 21:08.556
[SPEAKER_00]: And we had our entire team and their kids driving around chocolate chip cookies all of these houses.
21:09.037 --> 21:12.464
[SPEAKER_00]: And what it did was, first of all, realize that that had nothing to do with our product, right?
21:12.484 --> 21:14.147
[SPEAKER_00]: But it did have something to do with.
21:14.212 --> 21:20.005
[SPEAKER_00]: or ethos as a company, and the way we care for our customers, and it got a ton of coverage, it got a ton of press.
21:20.105 --> 21:33.334
[SPEAKER_00]: And then there was a whole other press cycle afterwards where people wanted to know, what was this viral PR campaign all about, and we broke it down, we broke down, revealed the DNA of this campaign, and that caught a lot of attention in the industry.
21:33.314 --> 21:51.981
[SPEAKER_02]: So this is a the tweak I would make for and this is like how you would apply personal brand to this is now you're still doing these things to some degree on scalable things, but now we just need to put a spotlight on them right and so the way is like as you're hosting this party I'm sure there's media being created at the party.
21:52.349 --> 22:19.420
[SPEAKER_02]: There wasn't because we did this like 10 years ago, but there should have been, but even now you're doing it, like I noticed you guys still are at the events and you're doing things if there's anything that you're doing you need a photo person and a video person there and it could be the same person to begin with eventually it could be to right now what's really cool about this is you want to post about it, but not only that you want people there to post about it, so it's a you want to host the thing and so anybody's watching like how would I apply this to my thing.
22:19.400 --> 22:48.495
[SPEAKER_02]: you can host a dinner, you can host a thing for business partners at any event because you know they're all in town or you can host it for consumers like just host something where there's a reason why you'd want to be there like you said you use the food thing at a nice venue it's not that expensive you can spend marketing dollars anyways you may as well do it this way yeah but now that you're doing the thing let's squeeze it for more so how can we create media about this at it so it'd be talking about what you're doing hey we're going to be here this is why
22:48.475 --> 22:52.060
[SPEAKER_02]: I have found that people will give it the importance that you give it.
22:52.781 --> 22:58.289
[SPEAKER_02]: So if you talk more about the things you're doing, like so many of us are doing things every day, but we don't really talk about them because it's just like we're busy.
22:59.030 --> 23:01.794
[SPEAKER_02]: If we would just choose to talk about more of them, people will buy into it.
23:01.814 --> 23:05.539
[SPEAKER_02]: It's like we talked about the beginning of the episode, like people buy into stories and people.
23:05.599 --> 23:06.420
[SPEAKER_02]: So what are you building?
23:06.460 --> 23:07.902
[SPEAKER_02]: What are you doing buying the scenes?
23:07.882 --> 23:14.771
[SPEAKER_02]: One of the things I'm most passionate about is we get to host these dinners and they're so amazing and I can't wait for the next one, that's going to set the table for this upcoming thing.
23:15.272 --> 23:17.435
[SPEAKER_02]: Everybody comes up, it's given more importance.
23:17.735 --> 23:21.160
[SPEAKER_02]: Now, somebody will say, I don't want to make it sound too cool because it's not that cool.
23:21.200 --> 23:29.351
[SPEAKER_02]: Well, what I found is like the, how you display it, how they first see it, is like their impression of it going forward.
23:29.371 --> 23:31.254
[SPEAKER_02]: It's like the first impression, judge a book by its cover.
23:31.594 --> 23:33.116
[SPEAKER_02]: So we want that cover to be really nice.
23:33.136 --> 23:37.382
[SPEAKER_02]: So like the video recap should be really cool, the photo should be great.
23:37.362 --> 23:44.274
[SPEAKER_02]: I have found that if you encourage people to post about it, like, and you can even gamify this.
23:44.895 --> 23:46.538
[SPEAKER_00]: So you can block me through how you do that.
23:46.638 --> 23:48.321
[SPEAKER_02]: So I would say like this, I would bring a photographer.
23:49.002 --> 23:52.548
[SPEAKER_02]: And you need a photographer that can make the up gallery in real time.
23:52.989 --> 23:54.371
[SPEAKER_02]: And there's many photographers I do this.
23:54.712 --> 23:56.996
[SPEAKER_02]: The old way of doing photos is I'll take photos.
23:57.477 --> 23:59.320
[SPEAKER_02]: I'll get you the photos in a week.
23:59.300 --> 24:00.101
[SPEAKER_02]: It's too late.
24:00.141 --> 24:00.482
[SPEAKER_02]: It's dead.
24:00.942 --> 24:01.563
[SPEAKER_02]: I need it tonight.
24:02.204 --> 24:08.131
[SPEAKER_02]: Like literally, I need your, you can bring somebody or you, take a bunch of photos, and then get them into a gallery while you're here.
24:08.151 --> 24:10.835
[SPEAKER_02]: So I could have the QR code already prepared, and I could give it to everybody here.
24:11.416 --> 24:16.442
[SPEAKER_02]: Now, what I found is people won't post photos, because they don't like the way they looked in the photo.
24:16.462 --> 24:18.986
[SPEAKER_02]: So, what you want is a press wall, like you had the real scout press wall.
24:19.606 --> 24:19.706
[SPEAKER_02]: Yeah.
24:19.727 --> 24:21.629
[SPEAKER_02]: Bring people in with a softbox.
24:21.989 --> 24:24.072
[SPEAKER_02]: Like, and if you're not local, bring a softbox.
24:24.112 --> 24:25.254
[SPEAKER_02]: There's a local person who can bring it.
24:25.854 --> 24:26.635
[SPEAKER_02]: Make it look good.
24:26.756 --> 24:28.598
[SPEAKER_02]: People will post the pictures
24:28.797 --> 24:29.098
[SPEAKER_02]: Right.
24:29.118 --> 24:32.345
[SPEAKER_02]: So now, I want to thank Andrew for hosting this.
24:32.385 --> 24:37.556
[SPEAKER_02]: It was one of the best parties of one of the best things we did to because they looked good, like they buy into the fields.
24:37.596 --> 24:41.103
[SPEAKER_02]: The food could be average, but now the food tastes better because the photos looked better.
24:41.604 --> 24:41.684
[SPEAKER_02]: Yep.
24:41.704 --> 24:43.648
[SPEAKER_02]: So you want the media to look really cool.
24:43.668 --> 24:45.372
[SPEAKER_02]: So, and it's what?
24:45.352 --> 24:51.300
[SPEAKER_02]: $500,000 at the most for that person to shoot the photos that night and get them into it.
24:51.320 --> 24:53.963
[SPEAKER_02]: And there's usually a lot of media people at those events anyways.
24:54.424 --> 24:58.589
[SPEAKER_02]: So shoot the photos, get them up, and then get make, I would gamify them posting.
24:58.609 --> 24:59.911
[SPEAKER_02]: So it's just a quick thing.
25:00.031 --> 25:02.494
[SPEAKER_02]: I want to give you guys the QR code to the photo gallery.
25:02.514 --> 25:05.458
[SPEAKER_02]: I want to give you the link or make a short link to the photo gallery.
25:05.598 --> 25:08.602
[SPEAKER_02]: You guys look amazing in these photos, so you should definitely download them.
25:08.642 --> 25:09.483
[SPEAKER_02]: Look at one right now.
25:09.543 --> 25:12.507
[SPEAKER_02]: Like if you have a screen in there, check out this one or look at this one.
25:12.487 --> 25:14.669
[SPEAKER_02]: And they're like, wow, I do look good.
25:15.029 --> 25:16.030
[SPEAKER_02]: Cool, so download doesn't post.
25:16.090 --> 25:17.451
[SPEAKER_02]: And then just a quick side contest.
25:17.692 --> 25:22.356
[SPEAKER_02]: Anybody here posted a carousel on tag us or do this and we're giving away X.
25:23.357 --> 25:25.118
[SPEAKER_02]: Or I'm giving away this, I'm giving away this thing.
25:25.739 --> 25:27.400
[SPEAKER_02]: And then they'd be like, cool, like gamify it.
25:27.420 --> 25:28.962
[SPEAKER_02]: And you would think that's cheesy, nobody does it.
25:28.982 --> 25:29.662
[SPEAKER_02]: Everybody does it.
25:30.023 --> 25:33.126
[SPEAKER_02]: Yeah, we know this everyday real estate agent is so competitive, it's like high school.
25:33.666 --> 25:36.108
[SPEAKER_02]: They want to win every contest, especially the good ones.
25:36.629 --> 25:40.232
[SPEAKER_02]: Like some of the guys, there worked millions of dollars in my group.
25:40.212 --> 25:45.541
[SPEAKER_02]: And when I have a contest, bro, they're like, they're like run over somebody to win that contest.
25:45.602 --> 25:47.345
[SPEAKER_02]: And like the prize is $200, what are you care?
25:47.705 --> 25:47.825
[SPEAKER_02]: Right.
25:47.846 --> 25:50.130
[SPEAKER_02]: So anyway, do that and you'll encourage more people.
25:50.470 --> 25:54.557
[SPEAKER_02]: Even if you didn't make the contest, if you just told them about the photos.
25:54.577 --> 25:57.402
[SPEAKER_02]: Like I found most photographs, nobody even knows they exist.
25:57.623 --> 25:57.783
[SPEAKER_02]: Right.
25:58.605 --> 25:58.845
[SPEAKER_02]: So.
25:58.825 --> 26:10.001
[SPEAKER_02]: So you would post about it, and the quickest content you can make from this as a practical thing is a photo dump, super easy, carousels are blowing up on Instagram.
26:10.021 --> 26:24.040
[SPEAKER_02]: Just post the pictures, and write in little caption, and your team could do this or you could do this, and post eight pictures, 12 pictures, eight to 12 pictures, and a caption, boom, put music on it, that can get organic reach, plus you reach more of your followers.
26:24.020 --> 26:27.208
[SPEAKER_02]: You know, I think a lot of big mistake people make is they only post in their stories.
26:27.950 --> 26:28.852
[SPEAKER_02]: You should post it in the feed.
26:29.253 --> 26:29.454
[SPEAKER_02]: Right.
26:29.775 --> 26:35.329
[SPEAKER_02]: So that's one piece of content, and then the other piece would be maybe you're talking about what you're doing while you're there, quick recap.
26:35.512 --> 26:38.795
[SPEAKER_00]: Yeah, I mean, it seems like a lot of this would be made easier if you have systems in place, right?
26:38.815 --> 26:42.658
[SPEAKER_00]: You know, when you host an event, there's a system, there's a checklist, you have the right people on it.
26:43.499 --> 26:51.605
[SPEAKER_00]: Because oftentimes, and I'm sure, you know, many of your listeners are guilty of this themselves, you put a tremendous amount of work into an event, yes.
26:51.625 --> 26:53.567
[SPEAKER_00]: It could be a physical event or something online.
26:54.148 --> 26:58.691
[SPEAKER_00]: And then, once the event is over, we all pat ourselves on the back and we walk away and move on to the next thing.
26:58.952 --> 27:05.417
[SPEAKER_00]: And there's so much content and so much juice that we haven't squeezed from the fruit.
27:05.397 --> 27:10.606
[SPEAKER_00]: coming up for me a lot like we just hosted a massive massive product launch.
27:10.626 --> 27:14.312
[SPEAKER_00]: I mean, we had thousands of people on this webinar, we had the media there, et cetera.
27:14.873 --> 27:23.507
[SPEAKER_00]: And to this day, like literally this morning, there were like two big podcasts that came up and two news, two news articles that came up.
27:23.487 --> 27:27.171
[SPEAKER_00]: But we're not doing anything to really, what should I say we're not doing anything.
27:27.191 --> 27:33.558
[SPEAKER_00]: But we're not doing as much as we could to take pieces of that collateral, atomize it and get it out there.
27:33.578 --> 27:35.940
[SPEAKER_00]: So that's what we're going to be investing a lot more in.
27:36.220 --> 27:42.727
[SPEAKER_02]: Yeah, I think the content from those launches, the content from this dinner, the content from the event, it should live longer.
27:43.248 --> 27:43.408
[SPEAKER_02]: Right.
27:43.608 --> 27:45.630
[SPEAKER_02]: And I'm doing this, and I could do more.
27:45.690 --> 27:46.992
[SPEAKER_02]: Like you could do more for sure.
27:47.052 --> 27:50.255
[SPEAKER_02]: And just think about, okay, what's the checklist of minimum levels?
27:50.435 --> 27:51.216
[SPEAKER_02]: It's photos.
27:51.817 --> 27:53.038
[SPEAKER_02]: There's a recap.
27:53.018 --> 27:53.318
[SPEAKER_02]: Right.
27:53.519 --> 28:00.609
[SPEAKER_02]: While you're there, there's influential people there, or people you like to connect with or people who are killing it with your product research, they should be a collaboration quick video.
28:00.629 --> 28:01.711
[SPEAKER_02]: So I'll give you an example.
28:01.871 --> 28:04.575
[SPEAKER_02]: Sometimes I'll be like, I'll give you Sharanan's example, because he's great at this.
28:05.396 --> 28:06.758
[SPEAKER_02]: I'll know if I ask him a question.
28:06.838 --> 28:07.980
[SPEAKER_02]: His answer is going to be a good video.
28:08.560 --> 28:08.661
[SPEAKER_02]: Yeah.
28:08.681 --> 28:09.742
[SPEAKER_02]: So I go up to him.
28:09.902 --> 28:11.925
[SPEAKER_02]: And if you have your contact creator there, they could film you.
28:12.166 --> 28:12.266
[SPEAKER_02]: Yeah.
28:12.286 --> 28:15.510
[SPEAKER_02]: You guys have a wireless mic, or you can do it selfie style in a pinch.
28:16.091 --> 28:20.798
[SPEAKER_02]: I've been with
28:20.778 --> 28:27.399
[SPEAKER_02]: And we did it around the group of you and I literally asked him a question on his birthday and does that that turned out to be a semi viral video for both of us?
28:27.419 --> 28:28.021
[SPEAKER_02]: I remember that one.
28:28.041 --> 28:30.990
[SPEAKER_02]: Yeah, I remember doing one in the lobby of a hotel.
28:31.240 --> 28:33.684
[SPEAKER_02]: You know, like, what's your number one tip for people doing this?
28:34.005 --> 28:39.996
[SPEAKER_02]: So ask successful people, something that would help your audience, post that as a collab with them.
28:40.777 --> 28:41.900
[SPEAKER_02]: So now you're making content.
28:41.920 --> 28:49.173
[SPEAKER_02]: So you may be like on your checklist, it's photo a recap, while I'm there, a minimum of two collaboration videos.
28:49.253 --> 28:51.477
[SPEAKER_02]: And you would put this on a team member or you,
28:51.457 --> 29:13.380
[SPEAKER_02]: of like we must do this and then they would prompt you like hey dude we need a clap can you go ask it and it's a 45 second video we have time right and then more the better but then those can make the thing live longer and then and then if you get the people the post about it then it lives even longer and so we're just squeezing the juice out of it and then what are the stories we can tell about it like with the product launch.
29:13.360 --> 29:21.033
[SPEAKER_02]: I feel like there was a huge amount of hype leading into it, but then I had the same thing on your that you're feeling now, which is this run up in a fall.
29:21.273 --> 29:21.474
[SPEAKER_02]: Right.
29:21.894 --> 29:22.756
[SPEAKER_02]: And it's like it's over.
29:23.116 --> 29:30.188
[SPEAKER_02]: And that's the problem with the 2026 is something amazing can happen, but the new cycle is so fast that it's forgotten.
29:30.168 --> 29:30.448
[SPEAKER_00]: Right.
29:30.889 --> 29:36.897
[SPEAKER_00]: And that's why we're beefing up our team on this, too, because we have an amazing team of marketers, but they're all stretched very thin on other projects.
29:37.258 --> 29:45.989
[SPEAKER_00]: And so we are going to be beefing up the team so that when we have an interview like this one, we can take it's in pieces of it and run with it longer.
29:46.029 --> 29:46.630
[SPEAKER_02]: Yeah.
29:46.650 --> 29:46.850
[SPEAKER_02]: Okay.
29:46.871 --> 29:54.981
[SPEAKER_02]: So we'll talk about hiring and then we'll get into the the other steps of that part of the conversion process, which is the kind of the vibes piece and the connection.
29:55.021 --> 29:58.386
[SPEAKER_02]: But from the hiring perspective, we had a few questions before we started.
29:58.366 --> 30:00.009
[SPEAKER_02]: Right, what hires have you made so far?
30:00.029 --> 30:01.972
[SPEAKER_02]: On the one hand, what hires have you?
30:01.992 --> 30:05.578
[SPEAKER_00]: Well, we kind of backed into digital content creation in some ways.
30:05.659 --> 30:10.026
[SPEAKER_00]: Like we hired a new CMO about a year ago who takes content very seriously.
30:10.166 --> 30:14.333
[SPEAKER_00]: And so he started reorienting the different marketers on the team around content.
30:14.654 --> 30:15.976
[SPEAKER_00]: But there's a lot of content that we do.
30:16.016 --> 30:17.479
[SPEAKER_00]: I mean, we're a much bigger company now.
30:17.579 --> 30:22.888
[SPEAKER_00]: So in terms of like me as a personal brand and how that benefits real scout.
30:22.868 --> 30:25.111
[SPEAKER_00]: That is going to take additional resources.
30:25.311 --> 30:34.141
[SPEAKER_00]: And so a good example is like, I do these podcast interviews with different industry leaders, but we have, you know, an hour-long interview, it goes live.
30:34.401 --> 30:38.686
[SPEAKER_00]: We do cut a few reels and publish them, but we there's a lot more we can be doing.
30:38.786 --> 30:45.795
[SPEAKER_00]: And this footage of me on stage and all this stuff that just sits on hard drives and then to your point, the new cycle is over and that's yesterday's news.
30:46.255 --> 30:48.418
[SPEAKER_00]: And so we need to beef up the team.
30:48.498 --> 30:52.302
[SPEAKER_00]: So we are looking to hire a, basically, a content director.
30:52.282 --> 31:01.696
[SPEAKER_00]: Somebody who can, you know, really be in charge of storytelling, but also a little bit on the technical side too, like cutting the videos, cutting the reals, packaging them thumbnails.
31:01.896 --> 31:06.482
[SPEAKER_00]: I mean, we are really looking for a Swiss army knife in this higher and I'm curious what your take is on that.
31:06.503 --> 31:07.183
[SPEAKER_02]: Yeah, this is huge.
31:07.244 --> 31:15.876
[SPEAKER_02]: So for the first higher, you know, Andrew's talking about CMO, then he's talking about contractor and he's doing top down hiring, which is the correct way to do it in a company.
31:15.856 --> 31:34.270
[SPEAKER_02]: Well at our scale right I mean I would do it differently if I was starting real Scott tomorrow correct and so four I'll give you both ways Well one way would be bottom up like what's that first higher if it was just you and your building personal brand bootstrapping real scout like your early days so for that person it's a content creator
31:34.250 --> 31:36.013
[SPEAKER_02]: It's a, it is that Swiss army knife.
31:36.073 --> 31:37.996
[SPEAKER_02]: It's the guy who knows how to shoot edit in post.
31:38.617 --> 31:39.598
[SPEAKER_02]: It's not a videographer.
31:39.638 --> 31:41.161
[SPEAKER_02]: It's not a YouTube strategist.
31:41.181 --> 31:43.364
[SPEAKER_02]: Like we can get into all those mini rolls later.
31:43.424 --> 31:45.808
[SPEAKER_02]: But it's someone that can shoot edit in post short form.
31:46.449 --> 31:48.252
[SPEAKER_02]: They can repurpose it on multiple platforms.
31:49.053 --> 31:50.115
[SPEAKER_02]: And they are Swiss army knife.
31:50.135 --> 31:50.916
[SPEAKER_02]: You want to do a podcast?
31:50.956 --> 31:52.418
[SPEAKER_02]: They know how to set up a podcast.
31:52.438 --> 31:53.240
[SPEAKER_02]: You want to cut clips.
31:53.280 --> 31:53.941
[SPEAKER_02]: They know how to do that.
31:54.361 --> 31:59.970
[SPEAKER_02]: And so that person I found is anywhere from, like you said, 50K to 80K higher.
31:59.950 --> 32:05.421
[SPEAKER_02]: Now, in your market, you have to pay a little bit more if you're in a higher cost of living area.
32:05.701 --> 32:07.084
[SPEAKER_02]: You know, and maybe there's bonuses.
32:07.665 --> 32:12.515
[SPEAKER_02]: I saw so many teams where they bonus their that person for each video that does well.
32:12.795 --> 32:16.322
[SPEAKER_00]: I'll tell me about that because I think that variable comp is something most people are not doing.
32:16.302 --> 32:16.963
[SPEAKER_02]: Yeah, this is huge.
32:16.983 --> 32:21.170
[SPEAKER_02]: You want to align incentives with your team, right?
32:21.190 --> 32:25.897
[SPEAKER_02]: And then the other part that's really important about this is what gets measured improves.
32:26.078 --> 32:28.462
[SPEAKER_02]: Like if you're not measuring results, nothing happens.
32:28.482 --> 32:31.386
[SPEAKER_02]: So me and my guy, we sit down each week, what went well?
32:31.927 --> 32:34.311
[SPEAKER_02]: What are the pieces of content that did well this week?
32:34.291 --> 32:35.552
[SPEAKER_02]: Okay, what didn't do so well?
32:36.113 --> 32:37.194
[SPEAKER_02]: What can we learn from both?
32:37.895 --> 32:38.656
[SPEAKER_02]: And so it's a quick meeting.
32:38.676 --> 32:43.482
[SPEAKER_02]: Now, if you have a conscious director, that would be the person doing that, meaning not you, but if it's you and this person at the beginning, that's fine.
32:44.102 --> 32:49.108
[SPEAKER_02]: And you would look, okay, well, we, hey, dude, when I notice when you talk about this, the audience loved it.
32:49.349 --> 32:50.810
[SPEAKER_02]: Let's do more of that, right?
32:50.830 --> 32:55.776
[SPEAKER_02]: I found a huge mistake that people make is when you find your thing, you just kind of move on.
32:55.756 --> 33:04.306
[SPEAKER_02]: And no, that's a signal from the content gods that this could be it, like let's go, let's double down, triple down on that idea.
33:04.346 --> 33:12.756
[SPEAKER_02]: So you have to test things, but I think like there's validated ideas that we know would work and then there's stuff that we're going to test and on the testing, what worked, what didn't work.
33:13.377 --> 33:14.518
[SPEAKER_02]: Review what worked, do more of that.
33:14.659 --> 33:15.880
[SPEAKER_02]: So that's other.
33:15.940 --> 33:20.886
[SPEAKER_00]: Other tools that you use to basically track performance across platforms.
33:20.866 --> 33:24.790
[SPEAKER_02]: Yeah, so Dylan, what was that tool we just used for Instagram?
33:25.731 --> 33:28.735
[SPEAKER_02]: We just started, we just tested it for tracking analytics.
33:30.276 --> 33:47.515
[SPEAKER_02]: We just started using one, we're testing new ones all the time, but we found one, it's European company that helps you analyze the tools, but not just analytics, so we use not just analytics to analyze, Instagram performance, show performance, and that one works really good for IG.
33:47.495 --> 33:51.541
[SPEAKER_02]: And then, honestly, on the back end of meta, it analyzes Facebook and Instagram.
33:51.561 --> 33:53.685
[SPEAKER_02]: That's the platforms we're focused on for YouTube.
33:54.225 --> 33:56.829
[SPEAKER_02]: The easiest way is just the content manager inside of YouTube.
33:56.849 --> 34:06.144
[SPEAKER_02]: It tells you, and it gives you retention, gives you all the stuff that you need, where the traffic is coming from, even spikes in the conversation, like there's so much analytics on the back end of YouTube.
34:06.164 --> 34:07.866
[SPEAKER_02]: So, looking at what worked, whatever.
34:08.167 --> 34:14.717
[SPEAKER_02]: But then there could be incentives on one way to structure is, overall, are we growing this week?
34:14.697 --> 34:20.882
[SPEAKER_02]: And Facebook will, an Instagram will give you a green arrow, a flat line, or a red down arrow.
34:21.142 --> 34:25.346
[SPEAKER_02]: And like, you could have a bonus, a small bonus where as long as the arrow's green, you get this.
34:26.147 --> 34:26.687
[SPEAKER_02]: That would be cool.
34:27.007 --> 34:28.469
[SPEAKER_02]: Because you know we're going in the right direction.
34:29.149 --> 34:32.312
[SPEAKER_02]: And it's not like you get penalized if you fall, but you're not getting the bonus.
34:32.872 --> 34:32.992
[SPEAKER_02]: Right.
34:33.012 --> 34:34.053
[SPEAKER_02]: Or it could be content.
34:34.674 --> 34:37.136
[SPEAKER_02]: I've seen teams do this where it's per piece of content.
34:37.736 --> 34:44.502
[SPEAKER_02]: So a viral video is one where we get 10x the average.
34:44.482 --> 34:45.825
[SPEAKER_02]: you need a minimum of 30,000.
34:45.965 --> 34:48.570
[SPEAKER_02]: What's the bonus if we achieve a viral video this week?
34:49.352 --> 34:49.472
[SPEAKER_02]: Right.
34:49.492 --> 34:50.013
[SPEAKER_02]: Here's the bonus.
34:50.434 --> 34:51.175
[SPEAKER_02]: Same thing on YouTube.
34:51.616 --> 34:55.884
[SPEAKER_02]: And you could make the bonus should be more for long-form versus short-form.
34:56.425 --> 35:03.840
[SPEAKER_02]: And it shouldn't be something that's going to break the bank either, but it should be something and I've found, like I said earlier, even a small amount goes a long way with people.
35:03.820 --> 35:06.044
[SPEAKER_02]: because it could be date night for that guy this week.
35:06.064 --> 35:06.465
[SPEAKER_00]: That's cool.
35:06.645 --> 35:07.086
[SPEAKER_00]: Like it's smart.
35:07.386 --> 35:09.089
[SPEAKER_02]: Yeah, so just in line incentives that's cool.
35:09.249 --> 35:12.495
[SPEAKER_02]: And then the next thing could be that job description.
35:12.515 --> 35:22.512
[SPEAKER_02]: So I noticed you just posted about this and for anybody watching or listening, if it would be valuable for you for us to publish the job description, just let us know in the comments.
35:22.572 --> 35:23.233
[SPEAKER_02]: I'm going to go through it.
35:23.253 --> 35:24.095
[SPEAKER_02]: I'll give it to Andrew.
35:24.255 --> 35:26.379
[SPEAKER_02]: We don't have time to go through on this video.
35:26.399 --> 35:29.524
[SPEAKER_02]: But like if you think that would be valuable, let me know in the comments and I'll publish it.
35:29.504 --> 35:32.590
[SPEAKER_02]: But that's something where you need to make sure you're hiring for the right person, right?
35:32.890 --> 35:33.431
[SPEAKER_02]: And testing.
35:33.832 --> 35:37.679
[SPEAKER_02]: And there's a few questions you can ask people that would indicate whether they're thinking the right way.
35:37.699 --> 35:38.500
[SPEAKER_02]: Yeah, what are those questions?
35:38.781 --> 35:54.128
[SPEAKER_02]: So I would ask like, okay, what are, okay, you need to shoot a piece of content and we have an hour notice, Andrew's in town, and we have this studio, and you have an hour notice, what's your thought process to get that set up?
35:54.108 --> 36:14.985
[SPEAKER_02]: right are you looking for what's a checklist so think like you just want to know how they think yeah and they would go through okay cool um you need a video went well uh what or the things that you would look at for that video and how would what would you do with that information and just see how their mind thinks this is going to be a dry run and uh we were talking also about even
36:14.965 --> 36:30.207
[SPEAKER_00]: hiring on contract so that you can set some you know benchmarks like hey this is what we're looking for in terms of performance and then you know turn that into something more long-term yeah so you be like hey I'm doing a podcast this week
36:30.187 --> 36:34.735
[SPEAKER_02]: You have 45 minutes, so you have an hour to set this up, and then here's what's expected afterwards.
36:34.855 --> 36:41.546
[SPEAKER_02]: The long-form minimum of this clips and list out your work process and any tools you would use to enhance that.
36:41.626 --> 36:43.088
[SPEAKER_02]: And they might be like, you know what?
36:43.108 --> 36:48.938
[SPEAKER_02]: Afterwards, I would put the transcript into this AI tool, and the AI tool is going to generate the most meaningful moments.
36:48.918 --> 36:53.689
[SPEAKER_02]: If they said that in this answer, that's like, okay, this person's thinking like how I want.
36:54.270 --> 36:56.516
[SPEAKER_02]: Versus if they're, you know, they don't know, they don't know.
36:56.997 --> 37:02.790
[SPEAKER_02]: And it's not the, again, you can train this, but it'd be much cooler if somebody already knew some of the things, right?
37:02.830 --> 37:06.960
[SPEAKER_02]: So ask questions that would indicate whether someone's a winner in your eyes.
37:06.940 --> 37:10.228
[SPEAKER_02]: And they don't have to know all the latest stuff, but just think about this.
37:10.950 --> 37:13.476
[SPEAKER_02]: And then so there's so many more questions you could do.
37:13.536 --> 37:15.561
[SPEAKER_02]: It's the way I would encourage people to hire for this.
37:16.122 --> 37:17.806
[SPEAKER_02]: It's not send them to a full application.
37:17.826 --> 37:21.736
[SPEAKER_02]: It's send them to a quick type form questionnaire, where you could score the winning applicants.
37:22.137 --> 37:22.477
[SPEAKER_02]: Right.
37:22.497 --> 37:22.738
[SPEAKER_02]: And.
37:22.718 --> 37:24.121
[SPEAKER_02]: you can just quickly scan those.
37:24.141 --> 37:33.879
[SPEAKER_02]: So anytime we're hiring for one of these roles, we send them to a few minute questionnaire and you'd be surprised how many people click on that and it says it's going to take six minutes to complete and they don't complete it.
37:33.899 --> 37:34.881
[SPEAKER_02]: It's like, okay, that was the answer.
37:34.961 --> 37:35.602
[SPEAKER_02]: I need it right now.
37:35.662 --> 37:37.305
[SPEAKER_00]: Yeah, I'm noticing some of that with this post thing.
37:37.526 --> 37:38.888
[SPEAKER_02]: Yeah, and you don't make it like a
37:38.868 --> 37:44.713
[SPEAKER_02]: 50 minute thing where like I'm in that can work against you because now someone's hey, you're trying to get me to do free work.
37:44.834 --> 37:47.056
[SPEAKER_02]: I had a you know, so he'll bloom.
37:47.196 --> 37:47.516
[SPEAKER_02]: Yep.
37:47.536 --> 37:50.179
[SPEAKER_02]: He's a he's actually gonna be interviewing him in January.
37:50.199 --> 37:55.323
[SPEAKER_02]: Oh, that's a great guest for you because he has so much valuable content and his book blew up.
37:55.564 --> 37:56.945
[SPEAKER_02]: Yeah, you saw it so well.
37:56.965 --> 38:03.151
[SPEAKER_02]: Yeah, what's crazy about that is he blew up his personal brand for years in order to launch the book which became a crazy best seller.
38:03.211 --> 38:05.533
[SPEAKER_02]: Like what you guys you should have him break down that strategy.
38:05.513 --> 38:17.226
[SPEAKER_02]: But I noticed he posted recently for this position, and he asked people to create a piece of content for his brand, and that was the test, and then all he evaluated.
38:17.727 --> 38:19.472
[SPEAKER_02]: But he got a bunch of pushback.
38:19.942 --> 38:24.268
[SPEAKER_02]: And it said, hey, you're exploiting people, you're getting a bunch of free content from us for free.
38:24.428 --> 38:25.569
[SPEAKER_02]: And you're only going to hire one person.
38:25.589 --> 38:29.254
[SPEAKER_02]: So there's a little bit of balance of like, don't make them too much work.
38:29.294 --> 38:32.899
[SPEAKER_02]: But yeah, I don't think it's unreasonable to say, take 10 minutes to answer these questions.
38:32.939 --> 38:42.692
[SPEAKER_00]: Yeah, but also if you could throw the needle and assess somebody's abilities with a case study project that is actually unusable, meaning it's like slightly different.
38:43.516 --> 38:45.618
[SPEAKER_00]: content or slightly different prompt.
38:45.638 --> 38:55.890
[SPEAKER_00]: I've seen some companies in Silicon Valley do that really well, where if it's like, Uber's hiring for a role, they'll try to understand how you think about solving a problem without solving a real problem for Uber, right?
38:55.910 --> 39:01.896
[SPEAKER_00]: You've to read the needle because you want to make sure they can actually do the work, but you also don't want the candidate feeling like they're just doing a bunch of free work, right?
39:01.916 --> 39:04.739
[SPEAKER_00]: So if it's like, hey, you've a kind of candy business, how do you scale that?
39:05.040 --> 39:10.806
[SPEAKER_00]: Maybe that's a little too far off from Uber, but if you could find something that just is close enough, but also isn't,
39:11.005 --> 39:13.592
[SPEAKER_00]: that you're not going to use their work as work product.
39:13.632 --> 39:14.976
[SPEAKER_00]: I think there's something unethical about that.
39:15.036 --> 39:15.958
[SPEAKER_02]: For sure, 100%.
39:16.058 --> 39:17.542
[SPEAKER_02]: So that would be the way to hire this position.
39:17.562 --> 39:22.395
[SPEAKER_02]: Now, just move the onto like the different things of the components of your brand.
39:22.496 --> 39:26.466
[SPEAKER_02]: And when we talk about on that move framework, the V, which is the vibes.
39:26.446 --> 39:31.751
[SPEAKER_02]: and then getting to know you, I noticed you're doing this and we can even scale it up more.
39:31.851 --> 39:33.253
[SPEAKER_02]: You're sharing your family.
39:33.273 --> 39:41.781
[SPEAKER_02]: I don't, I haven't met your family yet, but like one day maybe if I'm in town or vice versa, we'd love to meet your wife and kids, but I noticed they're on social.
39:42.221 --> 39:42.401
[SPEAKER_02]: Right.
39:42.501 --> 39:48.307
[SPEAKER_02]: And so I know some people uncomfortable doing that and then you've kind of like midsage and I'm cool sharing this stuff a little bit.
39:48.387 --> 39:49.388
[SPEAKER_02]: So what was your process there?
39:49.628 --> 39:52.411
[SPEAKER_02]: Because I see so many founders like I don't want to know and I don't want that.
39:52.431 --> 39:53.652
[SPEAKER_02]: It's no anything about me personally.
39:53.767 --> 39:58.511
[SPEAKER_00]: Right, I mean, part of it is I'm resigned to giving up privacy in some ways.
39:58.551 --> 40:06.138
[SPEAKER_00]: I mean, there's a limit, of course, but I mean, if somebody really wanted to know something about my life, there's not just enough out there where they could figure it out.
40:06.698 --> 40:11.602
[SPEAKER_00]: And also, like, this whole thing started for me as something as deeply personal and rooted in relationships, right?
40:11.622 --> 40:19.509
[SPEAKER_00]: I mean, for me, Instagram and Facebook, and probably for many of the listeners on this episode, it started out as something personal, right?
40:19.529 --> 40:23.773
[SPEAKER_00]: It started out as like you and your friends and where your friends would keep up with you.
40:23.753 --> 40:38.027
[SPEAKER_00]: And, and also, there's something, remember bring it back to what you said at the beginning where people connect with people more than they connect with companies, how is somebody supposed to connect with a person if they are just a robot talking about news headlines and business all day long?
40:38.107 --> 40:38.288
[SPEAKER_00]: Right?
40:38.328 --> 40:50.520
[SPEAKER_00]: I think that it's important that you reveal a bigger part of yourself and that doesn't have to be pictures of your kids, it doesn't have to be pictures of your wife, it could be pictures of, you know, you pursuing a passion other than, you know, things in content or mortgage.
40:50.500 --> 41:01.152
[SPEAKER_00]: And so I have found that some of those posts actually outperform some of my, you know, industry focused posts and it's because people just want to know that I'm a real person and that I have values that align with theirs.
41:01.216 --> 41:07.204
[SPEAKER_02]: Yeah, I think you mentioned that you've given me on this before, but we should put this on record on published content.
41:07.224 --> 41:15.474
[SPEAKER_02]: And now, the I believe that your personal brand will connect you with somebody who completely changed the trajectory of real scale.
41:15.494 --> 41:16.656
[SPEAKER_02]: It's going to be a strategic partner.
41:16.736 --> 41:22.523
[SPEAKER_02]: It's going to be an liquidity event, or something's going to happen in the future because of Andrew's personal brand.
41:22.944 --> 41:25.708
[SPEAKER_02]: And so if, obviously, you continue this, which I think you will.
41:26.188 --> 41:26.869
[SPEAKER_02]: So
41:26.849 --> 41:30.135
[SPEAKER_02]: That's the big upside that we don't know yet, but it's like coming.
41:30.435 --> 41:34.442
[SPEAKER_02]: And so in order for that to happen, you have to connect with more people.
41:34.742 --> 41:37.066
[SPEAKER_02]: And it's got to be about the personal things.
41:37.106 --> 41:42.416
[SPEAKER_02]: And so each thing that you incorporate is another opportunity to get lucky.
41:42.676 --> 41:42.876
[SPEAKER_02]: Right.
41:43.077 --> 41:46.302
[SPEAKER_02]: So I think about Andrew Wagner and Blank.
41:46.322 --> 41:48.686
[SPEAKER_02]: So the first one is Andrew Wagner and Real Scout.
41:48.706 --> 41:49.768
[SPEAKER_02]: We can fill in that one.
41:49.748 --> 41:51.891
[SPEAKER_02]: Next is, and, and family.
41:52.412 --> 41:53.254
[SPEAKER_02]: And what is that blank?
41:53.814 --> 41:58.061
[SPEAKER_02]: You know, it's Seran's like tennis or, or, or, or, he's a nerd.
41:58.301 --> 41:59.223
[SPEAKER_02]: Yeah, whatever, only sex.
41:59.303 --> 42:00.144
[SPEAKER_02]: What is that thing for you?
42:00.204 --> 42:01.907
[SPEAKER_02]: Like, gave you own, wants to own the jets.
42:02.027 --> 42:02.788
[SPEAKER_02]: Like, right.
42:02.829 --> 42:03.650
[SPEAKER_02]: That thing for you.
42:03.710 --> 42:10.481
[SPEAKER_02]: So, like, if there's one thing that you haven't shared on social, that is a big piece of your ethos, your personal brand.
42:10.501 --> 42:11.402
[SPEAKER_02]: Like, what is that thing?
42:11.956 --> 42:38.672
[SPEAKER_00]: great question and this is going to blow some people away and it's a bit of a funny and Mandarin story but we met a stranger at a restaurant in San Francisco who ended up completely changing the trajectory of our lives and I'm going to break this down for you so my wife and I were there with a couple of friends we were enjoying our meal and there was a woman at the table next to ours who said like hey I'm sorry to ease drop but I heard you you know talking about burning man okay and we we go to burning man it's something we've done
42:38.652 --> 42:42.697
[SPEAKER_00]: And we ended up finding that she wanted to go to Burning Man.
42:42.758 --> 42:45.421
[SPEAKER_00]: We ended up striking up a really incredible conversation.
42:45.481 --> 42:48.205
[SPEAKER_00]: We ended up bringing her to Burning Man with us.
42:48.686 --> 42:50.648
[SPEAKER_00]: And through that process, we became family.
42:50.668 --> 42:54.914
[SPEAKER_00]: And ultimately, we ended up developing this really healthy friendship with her.
42:55.094 --> 42:57.117
[SPEAKER_00]: And she asked if we wanted to...
42:57.097 --> 42:59.219
[SPEAKER_00]: Um, you know, she was going to move to New York.
42:59.399 --> 43:01.501
[SPEAKER_00]: She asked if we wanted to move into her home.
43:01.581 --> 43:02.142
[SPEAKER_00]: The four of us.
43:02.222 --> 43:04.524
[SPEAKER_00]: This is me and my wife and then a couple friends that we have.
43:04.544 --> 43:05.846
[SPEAKER_00]: This is, you know, 10 years ago.
43:06.346 --> 43:08.588
[SPEAKER_00]: And so what we decided to do, we were a little uneasy.
43:08.608 --> 43:09.389
[SPEAKER_00]: Like, oh, we're in our 20s.
43:09.409 --> 43:13.053
[SPEAKER_00]: I don't know if we want to have roommates, but there's such an incredible place that we ended up moving in.
43:13.593 --> 43:16.196
[SPEAKER_00]: And it ended up being this incredible life unlock.
43:16.216 --> 43:19.759
[SPEAKER_00]: So for the past 10 years, we've actually lived with another couple.
43:20.059 --> 43:20.920
[SPEAKER_00]: These are friends of ours.
43:20.940 --> 43:26.766
[SPEAKER_00]: And we end up, you know, with, if you combine our resources, can buy big enough house where we're not like living in a two-bedroom apartment.
43:26.746 --> 43:29.209
[SPEAKER_00]: But it's been this incredible life unlock.
43:29.229 --> 43:44.086
[SPEAKER_00]: So I do post about that occasionally on social and it kind of just makes people's heads explode because when you have kids for instance, like what better unlock could there be in having more resources and more, you know, child care, we help take care of each other's kids.
43:44.106 --> 43:44.947
[SPEAKER_00]: So that's unusual.
43:45.007 --> 43:46.529
[SPEAKER_00]: Probably around some of some people the wrong way.
43:47.230 --> 43:53.597
[SPEAKER_00]: People have all types of weird ideas about what that actually means, but it's friends living in a house and it's nothing new to humanity.
43:53.577 --> 44:03.279
[SPEAKER_00]: But that's like a very, you know, niche example of something that I think would resonate with some people because a lot of people have that this idea of living with their friends, but never actually pull it off.
44:03.840 --> 44:11.417
[SPEAKER_00]: And then, you know, again, there's probably some people where that doesn't resonate with them, but it's something that I share openly because it's something that makes me unique and it's a big part of my life.
44:11.397 --> 44:12.058
[SPEAKER_02]: Yeah, that's huge.
44:12.078 --> 44:19.045
[SPEAKER_02]: I actually had a framework here, and this is actually, I just taught this, is to help framework.
44:19.065 --> 44:27.032
[SPEAKER_02]: And so you think about, when you're trying to tell a story like this, it's hard because there's so much nuance, there's so many tangents we can go on, but you're trying to tell it in a 45 second video.
44:27.072 --> 44:32.998
[SPEAKER_02]: So it's, it's hook event lesson plan, meaning like, what's the takeaway for the audience?
44:33.159 --> 44:33.479
[SPEAKER_02]: So I help.
44:33.939 --> 44:34.039
[SPEAKER_02]: Yeah.
44:34.059 --> 44:38.744
[SPEAKER_02]: And so think about like, the hook, meaning the most important part, or what we'd grab them.
44:39.144 --> 44:40.746
[SPEAKER_02]: And so I think what this
44:40.726 --> 44:43.230
[SPEAKER_02]: I met a stranger in the restaurant that changed my life.
44:44.111 --> 44:44.873
[SPEAKER_02]: That's a good hook.
44:44.893 --> 44:48.779
[SPEAKER_02]: There could be more hooks too, like a random opportunity that changed everything.
44:48.899 --> 44:49.881
[SPEAKER_02]: Like something like that.
44:50.101 --> 44:51.904
[SPEAKER_02]: That would just be like, okay, we're into the story.
44:51.924 --> 44:58.134
[SPEAKER_02]: I think a lot of times we set the table when it's not necessary, and it actually causes people to leave the story.
44:58.154 --> 45:02.481
[SPEAKER_02]: So I'm going to tell you about a story about something really cool that everyone left.
45:02.461 --> 45:05.385
[SPEAKER_02]: Like the good parts about to come and they all most people love.
45:05.405 --> 45:08.969
[SPEAKER_02]: Like your circle is going to stick around because they know you, but all the strangers leave.
45:08.989 --> 45:14.475
[SPEAKER_02]: So if we're trying to make like a semi-viral, you know, 10x post, right, how could we start it up better?
45:14.596 --> 45:17.599
[SPEAKER_02]: And then the event that happened, and then the lesson.
45:18.180 --> 45:20.242
[SPEAKER_02]: But then what's the takeaway for the audience?
45:20.282 --> 45:24.908
[SPEAKER_02]: The P like the plan, meaning like, okay, you told me this whole thing.
45:24.888 --> 45:25.590
[SPEAKER_02]: What's the point?
45:26.030 --> 45:26.211
[SPEAKER_02]: Right.
45:26.431 --> 45:28.997
[SPEAKER_02]: So, and the peak could be the plan of the point of the story.
45:29.338 --> 45:29.759
[SPEAKER_02]: Yeah.
45:29.779 --> 45:35.551
[SPEAKER_02]: So, what would be the point for the audience of like, okay, because you told me this now, I tell you all this because what?
45:35.771 --> 45:43.909
[SPEAKER_00]: Yeah, I think you just need to have your eyes open to how every interaction, every relationship, every connection you make can completely change the trajectory of your life or your business.
45:43.889 --> 45:44.310
[SPEAKER_02]: Yeah.
45:44.330 --> 45:45.996
[SPEAKER_02]: So it's a value of relationships.
45:46.297 --> 45:46.477
[SPEAKER_00]: Yeah.
45:46.537 --> 45:57.392
[SPEAKER_00]: And it's keeping your eyes open because I think sometimes you run into somebody at a coffee shop and you know, you don't know if that could result in, you know, a new transaction or a referral.
45:57.625 --> 46:01.852
[SPEAKER_00]: or a great friendship or something that changes the way you live your life.
46:02.112 --> 46:02.874
[SPEAKER_00]: Yeah, that's huge.
46:02.994 --> 46:12.530
[SPEAKER_02]: Okay, so this is one story that I think, obviously you can, you can talk about more and I think people think about, hey, I've told that once, well, A, they don't remember it.
46:13.451 --> 46:17.558
[SPEAKER_02]: And the people who see you all the time to see all your posts, they don't mind you telling it again because of your friends.
46:17.538 --> 46:21.605
[SPEAKER_02]: And then the new people that will see this is the part you're going for.
46:21.645 --> 46:26.454
[SPEAKER_02]: Like any post that has a outsized reach, it's people seeing you for the first time.
46:27.215 --> 46:28.457
[SPEAKER_02]: Or they haven't seen you in a very long time.
46:29.319 --> 46:33.827
[SPEAKER_02]: And I just think people don't, you know, people need to be reminded more than they need to be taught.
46:34.248 --> 46:34.508
[SPEAKER_02]: Right.
46:34.528 --> 46:39.276
[SPEAKER_02]: So how could we tell some of these same things and the Andrewisms, like how could you put them into your content?
46:39.297 --> 46:41.841
[SPEAKER_02]: I've been talking about some of the same things for six years.
46:41.821 --> 46:43.785
[SPEAKER_02]: but just repackaged, said differently.
46:43.805 --> 46:46.611
[SPEAKER_00]: And that's my biggest takeaway from this conversation, right?
46:46.711 --> 46:53.725
[SPEAKER_00]: It's to be able to understand what your winners are, what's resonating with your audience, and then doubling down on that, because too often we move on to the next thing.
46:54.026 --> 47:03.745
[SPEAKER_02]: Yeah, and so I would like to ask you a question which you probably never been asked before on a pot, or maybe never even talked about publicly, which is the entrepreneurship journey.
47:04.687 --> 47:09.051
[SPEAKER_02]: And this is the most powerful piece of content any entrepreneurs could make or any personal brand could make.
47:09.711 --> 47:12.594
[SPEAKER_02]: It will likely be the number one connection piece.
47:12.994 --> 47:15.436
[SPEAKER_02]: May not be your most vitality to be the number one connection piece.
47:15.456 --> 47:18.319
[SPEAKER_02]: Is was there dark period in your growth?
47:19.140 --> 47:21.922
[SPEAKER_02]: Where some, there was a moment, there was like a fork in the road.
47:21.962 --> 47:22.903
[SPEAKER_02]: There was a transformation.
47:22.943 --> 47:28.468
[SPEAKER_02]: There's something you did to overcome it and because of how you handle that situation is set you on a path of success.
47:29.709 --> 47:33.192
[SPEAKER_02]: Is there some moment where like shit went wrong and then you changed.
47:33.712 --> 47:40.846
[SPEAKER_00]: Yeah, oftentimes people say that startups are often people say that startups are an emotional roller coaster.
47:41.648 --> 47:41.828
[SPEAKER_00]: Yeah.
47:41.848 --> 47:47.219
[SPEAKER_00]: And sometimes that feels like too fun because the analogy is more like party hats and razor blades.
47:47.860 --> 47:52.108
[SPEAKER_00]: It is a really, really intense jump between the lowest lows and the highest highs.
47:53.090 --> 47:54.032
[SPEAKER_00]: And
47:54.012 --> 47:59.463
[SPEAKER_00]: I'll never forget it, as I was building the company in the early days, I was in my 20s, right?
47:59.523 --> 48:12.308
[SPEAKER_00]: We had dozens and dozens of investors, but there were a few investors that were urging us to invest more, spend more and get to an answer on whether or not this is a viable business faster, which is oftentimes an incentive of
48:12.288 --> 48:13.310
[SPEAKER_00]: bigger investors.
48:14.031 --> 48:17.337
[SPEAKER_00]: And it resulted in us building a shaky foundation for the company.
48:19.020 --> 48:20.603
[SPEAKER_00]: We made a few really great hires.
48:20.843 --> 48:24.109
[SPEAKER_00]: I hired the former CFO of Dropbox, and I'll never forget.
48:24.149 --> 48:29.198
[SPEAKER_00]: She looked across the table from me and she said, you are not the right CEO for this company right now.
48:30.159 --> 48:30.340
[SPEAKER_00]: Right?
48:30.640 --> 48:31.822
[SPEAKER_00]: Now she reports to me, right?
48:31.942 --> 48:32.463
[SPEAKER_00]: I'm the CEO.
48:32.483 --> 48:33.265
[SPEAKER_00]: She is the CFO.
48:33.385 --> 48:37.452
[SPEAKER_00]: And that was some of the best advice that I had ever received because if you fast forward just a little bit
48:37.432 --> 49:02.376
[SPEAKER_00]: We were building on a shaky foundation and it was time to hire a new CEO so I swallowed my pride hired Who I considered and still considered to be one of the best CEOs in the business He took my place for five years seven years and then when I had learned enough and matured enough and understood What it would take to bring this company to the next level that is when I step back into the game
49:02.356 --> 49:10.256
[SPEAKER_00]: So, that was a big lesson in swallowing your pride, ultimately doing what's best for shareholders, the team, our customers and myself, ultimately, right?
49:10.276 --> 49:15.129
[SPEAKER_00]: To take a while to see that, but now I feel more prepared than ever to take the reins and take the company.
49:15.149 --> 49:15.871
[SPEAKER_00]: So, like the next level.
49:15.991 --> 49:18.778
[SPEAKER_02]: If you hadn't shifted that thing, the company may not even exist.
49:18.758 --> 49:34.320
[SPEAKER_02]: Yeah, or it would have been sold for scraps now the company is is thriving and for the women ten years with work kind of lost Right, yeah, so that's crazy so like that would be a story that you could package for social now one way to tell it
49:34.300 --> 49:41.370
[SPEAKER_02]: could be you write this out in a condensed way and you can one way I've found to improve this is like you dump it into Claude.
49:41.991 --> 49:44.675
[SPEAKER_02]: Claude's better than chat at some of these types of things creative writing.
49:45.136 --> 49:56.592
[SPEAKER_02]: Yeah and say I'm trying to tell the story in a way that would be that would create emotional resonance like I want it them to feel something you know the best stories are when somebody feels something it activates some inspires them right?
49:57.133 --> 50:01.860
[SPEAKER_02]: So think about okay how can I tell the story in a way that creates resonance in the reader or viewer?
50:01.840 --> 50:22.178
[SPEAKER_02]: and it would it would help you come up now you don't copy paste that thing directly but you would it would help you refine this that would be a LinkedIn written post right it could also be a video it could also be something that you tell on podcasts in the future and it could be like your signature piece of like I almost lost and it's again it's a hook right it's like I work for 10 years and almost lost everything
50:22.310 --> 50:23.271
[SPEAKER_02]: That's it, that's the hook.
50:24.152 --> 50:26.735
[SPEAKER_02]: Guys, I worked for 10 years and almost lost everything, pause.
50:27.597 --> 50:29.759
[SPEAKER_02]: It's also the beginning of a talk.
50:30.600 --> 50:32.543
[SPEAKER_02]: Like there's so many ways to leverage, it's the beginning of a webinar.
50:33.143 --> 50:41.173
[SPEAKER_02]: Like imagine you walk out on stage, bro, and it's like, they welcome it to the stage, Andrew Fakner and you come up in the first words out of your mouth, are a pause?
50:42.575 --> 50:46.680
[SPEAKER_02]: Guys, I worked so hard for something for 10 years and almost lost everything.
50:47.757 --> 51:10.305
[SPEAKER_02]: people are like what they're going to be locked in on you and it has to fit that talk of course but like that's leadership that's the stuff that nobody's talking about because everyone's all roses wins and then you tell the story of like how many almost lost the business because of a decision and then what you did to fix it so I think that's a huge thing and I think everybody should make note of this is like is there a moment of transformation
51:10.285 --> 51:12.288
[SPEAKER_02]: in your personal life or your business.
51:12.408 --> 51:18.056
[SPEAKER_02]: I even had a guy in my group, he told this story, and it was like, it was a mode of transformation in his marriage.
51:18.878 --> 51:21.221
[SPEAKER_02]: He was like, hey, I was my wife and I always kept score.
51:21.742 --> 51:28.151
[SPEAKER_02]: And because of how busy I am in entrepreneurship, my brain's always on, I'm sure you guys can relate, I almost lost my marriage.
51:28.672 --> 51:32.698
[SPEAKER_02]: And then he told the story of how they went to this thing, retreat, and they,
51:32.678 --> 51:55.075
[SPEAKER_02]: changed and now they're the happiest they've ever been and incidentally his business is doing things so they take away for you guys is fixed your relationship first because then you'll actually succeed in business and that was the cool story and it ended up being the reason why people do business with them the reason they refer them so I just think the more things like this that you've learned along the way you think you take it for granted those will be your most powerful connection pieces
51:55.055 --> 52:03.052
[SPEAKER_02]: So that would be one thing that I would encourage you to do more of and do and tell more is talk about those things The other thing that's really cool about this is you'll have people.
52:03.132 --> 52:07.461
[SPEAKER_02]: Thank you in the comments for saying the thing I don't know if you've already seen this.
52:07.561 --> 52:12.912
[SPEAKER_02]: Yeah, like people like thank you for saying that because nobody ever talks about this I've even noticed those types of conversations
52:12.976 --> 52:13.317
[SPEAKER_00]: I have.
52:13.417 --> 52:13.638
[SPEAKER_00]: Yeah.
52:13.999 --> 52:14.942
[SPEAKER_00]: It's validating.
52:14.962 --> 52:23.508
[SPEAKER_00]: It's also a reminder that, you know, cringe until they binge, as you say, like, and it's, it's, it has, how uncomfortable is it for you to share those things uncomfortable.
52:24.010 --> 52:24.150
[SPEAKER_00]: Yeah.
52:24.371 --> 52:25.635
[SPEAKER_00]: Until I see that it's affecting people.
52:26.138 --> 52:43.306
[SPEAKER_02]: Yeah, and like I noticed one thing you even mentioned to me before we did is like hey, I want to share more of these but my wife thinks it's kind of cringe, you know, you kind of have to Like I remember my wife saying the same thing or it's kind of interesting that you mentioned that because I can shoot video in front of anybody, but if she's around I feel weird.
52:43.967 --> 52:50.678
[SPEAKER_02]: I have to like do it in another room, you know, so there's everybody's got that person that's your coworker, your sister, your wife, your dad, your mom, whatever.
52:50.658 --> 52:53.708
[SPEAKER_02]: like you kind of have to push past that and comfort.
52:53.728 --> 52:54.510
[SPEAKER_02]: Obviously you're doing it for a reason.
52:54.530 --> 53:01.191
[SPEAKER_02]: You don't want to share something that would make them upset with you, of course, but like make sure you're not letting that be the reason you don't share something.
53:01.323 --> 53:07.811
[SPEAKER_02]: But now we get to kind of the last step of this process, which is enabling the next step and making sure that it ties to business results.
53:07.891 --> 53:19.624
[SPEAKER_02]: I think your business is unique now, where because of the scale and the number of people talking about real scout, like you don't even have to mention it and they can benefit your business because we're talking about the concepts and we're talking about the thing.
53:20.145 --> 53:27.053
[SPEAKER_02]: And so as you talk about the on the podcast, how intentional are you being and then we can talk through like how we could do different strategies on this.
53:27.133 --> 53:30.537
[SPEAKER_02]: But like, do you actually insert real scout into the conversation?
53:31.546 --> 53:32.869
[SPEAKER_00]: I used to a lot more.
53:32.889 --> 53:38.040
[SPEAKER_00]: I think I was impatient and just unaware of like best practices in that realm.
53:38.080 --> 53:41.306
[SPEAKER_00]: So for years, I would be pretty pushy.
53:41.868 --> 53:50.145
[SPEAKER_00]: I'd be pretty pushy about booking a demo or why real scout so great or figuring out ways to explain exactly what we do even in a conversation like this.
53:50.125 --> 53:54.833
[SPEAKER_00]: It wasn't until recently that I realized that's not the right approach and that it turns people off and you're just not going to get the exposure.
53:54.873 --> 54:01.184
[SPEAKER_00]: So, leading with a helping hand is really more of my mantra and I'm thinking about it these days.
54:01.464 --> 54:05.972
[SPEAKER_00]: And again, we have a lot of marketers out real scout who've helped educate me on that.
54:06.152 --> 54:08.897
[SPEAKER_00]: And so, we're trying to just provide a lot of value.
54:09.237 --> 54:11.982
[SPEAKER_00]: And in the conversations that I have, even for my podcast,
54:12.383 --> 54:13.967
[SPEAKER_00]: real scout hardly ever comes up.
54:14.107 --> 54:16.734
[SPEAKER_00]: I mean, sometimes we'll put an ad in the interview.
54:16.774 --> 54:17.636
[SPEAKER_00]: Sometimes we won't.
54:18.358 --> 54:26.037
[SPEAKER_00]: And it's really just about building this audience of fans, people who are have some kind of resonance with the brand or with me or both.
54:26.799 --> 54:29.987
[SPEAKER_00]: And ultimately, when they're ready to invest in their business, they'll find us.
54:30.220 --> 54:37.981
[SPEAKER_02]: Yeah, I think enabling the next step could be on a long-form piece of content, putting in a mid-Rollad, or an end of the podcast.
54:38.001 --> 54:41.170
[SPEAKER_00]: For a newsletter, or if you leave a magnet, we are doing some of that.
54:41.451 --> 54:42.454
[SPEAKER_02]: Yeah, does that be really cool?
54:42.514 --> 54:45.462
[SPEAKER_02]: And then once in a while, I think it is okay.
54:45.442 --> 55:07.382
[SPEAKER_02]: to actually insert the ad that like for the new rollout you guys just did right was huge like throwing the middle i don't think it would offend anybody right and it could be like guys this podcast is sponsored by real scout yeah for those who don't know and i think there's something really cool to check out and like they would learn about it in a 30 second 20 second thing yeah uh and then it's back to the combo which is all value i think there's something cool about
55:07.362 --> 55:29.809
[SPEAKER_02]: you know us giving so much value and not being like a like afraid to throw hook right in the content but not every piece of content that's right that'd be really cool to tie it to more business because I know if in a day we are running a business we got to tie it to results but then the better more sustainable way is with another resource so then the ask is not even the ask
55:29.789 --> 55:30.290
[SPEAKER_02]: it's a good.
55:30.351 --> 55:32.095
[SPEAKER_02]: It's an imitation or it's a give.
55:32.296 --> 55:32.717
[SPEAKER_02]: Yeah.
55:32.737 --> 55:33.800
[SPEAKER_02]: So now you're not even throwing a hook.
55:33.820 --> 55:36.226
[SPEAKER_02]: You're like, hey, I got this free resource that breaks down XYZ.
55:36.267 --> 55:46.093
[SPEAKER_02]: So I was just talking about this with another person in Sampar who runs Hampton, who's trying to promote Hampton on his podcast, which is blowing up.
55:46.073 --> 55:46.775
[SPEAKER_02]: like right now.
55:46.855 --> 56:03.137
[SPEAKER_02]: And so he will insert an ad read for the business once in a while, but then more often it's for the success secrets of entrepreneurs or the seven things you need to do, or it's around tax time, like how to reduce your tax bill as a business owner, like so many things that would help the audience.
56:03.117 --> 56:06.223
[SPEAKER_02]: And then in there, I'm sure is an opportunity to learn about this product.
56:06.483 --> 56:08.067
[SPEAKER_02]: So you can sell behind the curtain.
56:08.087 --> 56:09.048
[SPEAKER_02]: Yeah, I like that.
56:09.068 --> 56:09.970
[SPEAKER_02]: So that's a great way to do it.
56:10.030 --> 56:14.699
[SPEAKER_02]: And then if you ever are on webinars, I have this tip that would help anybody.
56:14.719 --> 56:17.144
[SPEAKER_02]: It would help you as well as when you're teaching.
56:17.264 --> 56:21.312
[SPEAKER_02]: And it's, again, you can host the party and bring in the thought leader.
56:21.292 --> 56:27.789
[SPEAKER_02]: You know, so it's like, hey, I know this person would bring value to audience, plus I'm the host as real scout, so like I'm going to get benefit to.
56:28.731 --> 56:30.556
[SPEAKER_02]: But then I need to tie this to my business back.
56:30.796 --> 56:35.529
[SPEAKER_02]: And so the way that I've seen this done and it's working incredibly well is selling behind the curtains.
56:35.549 --> 56:36.852
[SPEAKER_02]: You don't even have to sell up front.
56:36.892 --> 56:38.035
[SPEAKER_02]: It's all giving.
56:38.015 --> 56:44.432
[SPEAKER_02]: but you would offer a free resource plus the slides in exchange for just answering a three-question survey.
56:45.415 --> 56:47.400
[SPEAKER_02]: And it would take the audience 60 to 90 seconds.
56:47.420 --> 56:50.729
[SPEAKER_02]: Now the big mistake is people put that link up and then they move on.
56:51.431 --> 56:54.319
[SPEAKER_02]: If you pause and give them a moment to fill this out,
56:54.299 --> 56:55.941
[SPEAKER_02]: And so here's how this would practically go.
56:56.002 --> 56:58.145
[SPEAKER_02]: Like I'm teaching the webinar or there's a guest.
56:58.165 --> 57:00.288
[SPEAKER_02]: And I go, by the way, I hope you're getting value from this.
57:00.929 --> 57:02.311
[SPEAKER_02]: I just have a quick thing here.
57:02.912 --> 57:08.300
[SPEAKER_02]: I will give either this resource, which will help you implement everything you learned today, or the seven things.
57:08.320 --> 57:13.928
[SPEAKER_02]: Like it was when we talked about video, it's the hooks, or when we talked about this, it's that thing that's going to help you implement.
57:13.908 --> 57:15.591
[SPEAKER_02]: I just resource that super valuable.
57:16.011 --> 57:17.654
[SPEAKER_02]: Plus, I'll share with you all the slides from today.
57:17.974 --> 57:20.578
[SPEAKER_02]: Just do me one quick favor and answer this 60-second survey.
57:21.059 --> 57:26.608
[SPEAKER_02]: So I'm going to put the link in the chat right now and answer that survey so that we can send all the goodies from today.
57:27.229 --> 57:28.351
[SPEAKER_02]: So I'll give you guys a moment to do that.
57:29.092 --> 57:29.212
[SPEAKER_02]: Right.
57:29.232 --> 57:33.539
[SPEAKER_02]: When you do this in the right way, like 90% of the people fill it out.
57:33.579 --> 57:34.420
[SPEAKER_00]: Yeah, there's nothing else to do.
57:34.460 --> 57:36.203
[SPEAKER_00]: Like, it's awkward not to...
57:36.183 --> 57:43.053
[SPEAKER_02]: Yeah, but actually they want, like you said in our previous interview is the lead magnet needs to actually be valuable.
57:43.333 --> 57:43.534
[SPEAKER_00]: Yes.
57:43.854 --> 57:49.142
[SPEAKER_02]: And so that's something that you brought up, which is super important, is like, okay, this thing you actually want, it's going to help you.
57:49.462 --> 57:50.183
[SPEAKER_02]: Now fill out, sorry.
57:50.464 --> 57:52.827
[SPEAKER_02]: Now the question is like, what did you find most valuable today?
57:52.887 --> 57:57.674
[SPEAKER_02]: What's one thing you would like, or help with on a feature piece of content, or like, how could we help you more in the future?
57:58.315 --> 58:01.279
[SPEAKER_02]: Question three, are you open to learning more about this?
58:01.399 --> 58:01.920
[SPEAKER_02]: Or like,
58:02.305 --> 58:03.468
[SPEAKER_02]: We have a tool that does XYZ.
58:03.488 --> 58:04.470
[SPEAKER_02]: Would you like to learn more about that?
58:05.373 --> 58:07.458
[SPEAKER_02]: And then it would be like, yes, so would love more info.
58:09.563 --> 58:15.297
[SPEAKER_02]: Maybe if it did this or maybe, it's kind of like a passive, like I'm a half and a half out.
58:15.317 --> 58:18.846
[SPEAKER_02]: And then no, I love you, bro, but don't and so on, send me anything.
58:18.826 --> 58:20.248
[SPEAKER_02]: Yeah, like it's kind of fun if you say no.
58:20.788 --> 58:35.627
[SPEAKER_02]: It's not awkward, but I remember Sharon used this surveys thing to scale real, to, you know, like all the recruiting, it was all free, opportunity free opportunity to learn, learn, learn, but on the back end, they were asking these questions and nobody even really kind of knew because it's all done behind the curtain.
58:36.188 --> 58:42.876
[SPEAKER_02]: So I just found that with the survey you can sell behind the curtain and then now, you know, what to send the people who are open to the.
58:42.856 --> 58:43.618
[SPEAKER_02]: to this idea.
58:43.798 --> 58:44.219
[SPEAKER_02]: Right.
58:44.239 --> 58:45.782
[SPEAKER_00]: So I don't know if you guys are doing anything like that.
58:46.043 --> 58:46.363
[SPEAKER_00]: We're not.
58:46.464 --> 58:56.545
[SPEAKER_00]: I mean, we obviously have a call to action during, you know, beginning middle end of our content, but I think that the pause is really important.
58:56.609 --> 59:03.561
[SPEAKER_02]: Yeah, let them have a chance to fill it out and then you'll know exactly what to follow up with and they could be drips and all those kinds of things.
59:04.243 --> 59:09.452
[SPEAKER_02]: Or you can send them a special opportunity because they said yes and you know you're sending it to people who are open to the idea.
59:09.672 --> 59:09.852
[SPEAKER_02]: Right.
59:10.013 --> 59:11.375
[SPEAKER_02]: So it's just like getting the signal.
59:11.395 --> 59:15.242
[SPEAKER_02]: I've just found that the best marketers are looking for signal not sales.
59:15.222 --> 59:16.764
[SPEAKER_02]: Right, they just want you to raise your hand.
59:17.104 --> 59:18.827
[SPEAKER_02]: So I can send you the right info.
59:18.847 --> 59:19.027
[SPEAKER_02]: Yes.
59:19.528 --> 59:21.270
[SPEAKER_02]: So that would be a great opportunity for conversion.
59:21.330 --> 59:28.199
[SPEAKER_02]: And then in terms of like, furthering relationships, I know now, I'm glad you mentioned this.
59:28.219 --> 59:34.227
[SPEAKER_02]: So you said in the beginning of Super Transactional, now you think long term, was there something long in the way that caused you to shift that whole thinking?
59:34.342 --> 59:41.309
[SPEAKER_00]: I got feedback right I do interviews and you know every now and then so we're like hey, that's actually like Kind of salesy for our audience and like oh shoot.
59:41.349 --> 59:42.650
[SPEAKER_00]: That's not how I want to be perceived.
59:42.991 --> 59:59.387
[SPEAKER_00]: Yeah, right and so I think some of it also came from a place of desperation before right I mean we were you know as many startups are we were just like just crawling our way to success and at some point You know the win was at our back and you know, it just felt
01:00:00.245 --> 01:00:04.290
[SPEAKER_00]: easier to just lead with a helping hand and trust in the process.
01:00:04.650 --> 01:00:05.010
[SPEAKER_02]: Yeah.
01:00:05.030 --> 01:00:11.878
[SPEAKER_02]: And then a last tip, I think, for for you and also for the audiences is speaking on stages, right?
01:00:11.978 --> 01:00:14.401
[SPEAKER_02]: It is is is is incredible left to your personal brand.
01:00:14.861 --> 01:00:15.062
[SPEAKER_02]: Right.
01:00:15.522 --> 01:00:16.663
[SPEAKER_02]: Um, I noticed I spoken it.
01:00:17.024 --> 01:00:18.365
[SPEAKER_02]: That's how I actually first time I met you.
01:00:18.385 --> 01:00:18.485
[SPEAKER_02]: Yeah.
01:00:18.506 --> 01:00:19.887
[SPEAKER_02]: We were both speaking at the same event.
01:00:20.788 --> 01:00:24.312
[SPEAKER_02]: And I noticed you posted about it, but we could post way more.
01:00:24.764 --> 01:00:25.585
[SPEAKER_00]: Oh yeah, I know.
01:00:25.605 --> 01:00:26.246
[SPEAKER_00]: Yeah, I know.
01:00:26.286 --> 01:00:28.388
[SPEAKER_00]: Like I said, I have like hard drives of content.
01:00:28.588 --> 01:00:29.949
[SPEAKER_00]: So like a lot of the hard parts have been done.
01:00:29.969 --> 01:00:31.111
[SPEAKER_00]: Now we're just gonna like get it out there.
01:00:31.291 --> 01:00:34.394
[SPEAKER_02]: Yeah, so I think about what's the checklist for when Andrew's speaking?
01:00:34.534 --> 01:00:35.075
[SPEAKER_02]: Yes.
01:00:35.095 --> 01:00:36.456
[SPEAKER_02]: So it's a recap.
01:00:36.736 --> 01:00:37.557
[SPEAKER_02]: It's a clap piece.
01:00:37.657 --> 01:00:44.545
[SPEAKER_02]: I remember you and I were having a conversation backstage and I was like kind of thinking in my head on pissed right now because my content creator wasn't there.
01:00:44.585 --> 01:00:45.365
[SPEAKER_02]: He was doing something else.
01:00:45.726 --> 01:00:46.186
[SPEAKER_02]: Yeah.
01:00:46.687 --> 01:00:47.728
[SPEAKER_02]: That was gold right there.
01:00:48.008 --> 01:00:52.293
[SPEAKER_02]: You know, we should have been filming that and I weren't at the time because the guy was doing something.
01:00:52.313 --> 01:00:53.674
[SPEAKER_02]: But like,
01:00:53.654 --> 01:01:02.126
[SPEAKER_02]: Okay, is there any BTS style content interviews that we could have on site the recap, obviously, of you doing it, Q and A's with people afterwards.
01:01:02.327 --> 01:01:07.754
[SPEAKER_02]: So, I don't know about you, but like afterwards, I had conversations with members of the audience, real estate agents.
01:01:08.375 --> 01:01:10.438
[SPEAKER_02]: All those conversations were microcontent.
01:01:10.879 --> 01:01:13.122
[SPEAKER_02]: Some of them better than others, of course, we can filter for that.
01:01:13.322 --> 01:01:15.105
[SPEAKER_02]: So that's another checklist item.
01:01:15.085 --> 01:01:18.450
[SPEAKER_02]: But then the other checklist item I think that gets missed is what do you do with this whole talk?
01:01:19.452 --> 01:01:21.174
[SPEAKER_02]: So like you talk for 20 minutes.
01:01:21.395 --> 01:01:21.915
[SPEAKER_02]: What do you do that?
01:01:22.416 --> 01:01:31.710
[SPEAKER_02]: Well, there should be two to three powerful clips at minimum and it Basic way is you drop the whole thing to opus.pro tells you the clips now.
01:01:31.730 --> 01:01:33.533
[SPEAKER_02]: It's not perfect, but it's better than nothing
01:01:33.513 --> 01:01:37.018
[SPEAKER_02]: the better way would be for someone to actually go through and find the moments that matter.
01:01:37.318 --> 01:01:39.802
[SPEAKER_02]: Yeah, and clip those up intentionally.
01:01:40.342 --> 01:01:42.726
[SPEAKER_02]: So that would be the clips, but then what do you do with the long form?
01:01:42.746 --> 01:01:45.950
[SPEAKER_02]: Now, I've done this a couple times and you can choose to do this.
01:01:46.030 --> 01:01:49.395
[SPEAKER_02]: If you ever had a talk that was pretty good, like you felt like, well, I like my energy there.
01:01:49.415 --> 01:01:49.856
[SPEAKER_02]: That was good.
01:01:50.356 --> 01:01:52.399
[SPEAKER_02]: You can publish the whole thing as a YouTube video.
01:01:52.379 --> 01:01:52.700
[SPEAKER_00]: Right.
01:01:53.201 --> 01:01:53.662
[SPEAKER_00]: That's a great.
01:01:54.023 --> 01:02:00.459
[SPEAKER_00]: Yeah, and then I can many chat on Instagram and say, like, have you want to watch the full interview or the full, yeah, you know, then check out the full video.
01:02:00.479 --> 01:02:01.021
[SPEAKER_02]: And it's on YouTube.
01:02:01.041 --> 01:02:07.397
[SPEAKER_02]: Now, the other cool part about that is the side benefit to my brand and your brand is I got invited to speak on more stages when I publish that.
01:02:07.417 --> 01:02:07.958
[SPEAKER_02]: Right.
01:02:07.938 --> 01:02:12.166
[SPEAKER_02]: because they saw, it wasn't just, hey, I'd like to, you know, I would love to speak at your event.
01:02:12.186 --> 01:02:14.229
[SPEAKER_02]: It's like, you crushed it.
01:02:15.031 --> 01:02:17.155
[SPEAKER_02]: I would love to have you at my event now, because I saw you.
01:02:17.175 --> 01:02:17.756
[SPEAKER_02]: Yeah.
01:02:17.836 --> 01:02:22.825
[SPEAKER_00]: And when you throw your hat into the ring, like, people are going and want to do their research and look at the keynotes you've done before.
01:02:22.957 --> 01:02:27.042
[SPEAKER_02]: Yeah, so I remember speaking to a group of entrepreneurs in LA.
01:02:27.122 --> 01:02:28.243
[SPEAKER_02]: I got invited to speak at a man.
01:02:29.104 --> 01:02:32.028
[SPEAKER_02]: And I was like, well, this was a pretty good talk.
01:02:32.148 --> 01:02:39.737
[SPEAKER_02]: It's also had a couple different types of people in that audience that would broaden my appeal to not just my industry or whatever.
01:02:39.757 --> 01:02:40.798
[SPEAKER_02]: It would kind of broaden it.
01:02:40.818 --> 01:02:44.442
[SPEAKER_02]: And also, the feedback was really good because for whatever reason,
01:02:44.422 --> 01:02:48.968
[SPEAKER_02]: I don't know if it's what I ate that day or like what we were in like in a zone.
01:02:49.328 --> 01:03:07.510
[SPEAKER_02]: I could when I said my jokes worked like everyone that when I did this they said oh and ah and I'm like wow that was cool and so I'm like okay that we just published a whole thing on video it's not a viral YouTube video it has like five or six thousand views over the whole year but it landed me so many speaking opportunities right so I just think of that for you to get more
01:03:07.490 --> 01:03:12.638
[SPEAKER_02]: in the future because obviously when people see you on stage it's just immediate authority and they want to learn more about you.
01:03:12.878 --> 01:03:13.760
[SPEAKER_02]: Right.
01:03:13.780 --> 01:03:17.926
[SPEAKER_02]: The other cool thing about the clips is we've noticed the framing is really important.
01:03:17.967 --> 01:03:21.212
[SPEAKER_02]: People are watching videos saying why should I listen to this person.
01:03:21.993 --> 01:03:23.395
[SPEAKER_02]: And so normally we have like that intro.
01:03:23.936 --> 01:03:32.890
[SPEAKER_02]: On the YouTube video just you starting off in front of 500 people is enough of a signal or you on holding a mic on a stage for a sort form is enough of a signal.
01:03:32.870 --> 01:03:33.230
[SPEAKER_02]: Right.
01:03:34.051 --> 01:03:46.103
[SPEAKER_02]: So just to kind of wrap up this whole up in far as real Scott goes because I know, you know, there are people we can't throw, who care like there are people who are in real estate and I've heard incredible feedback on the tools to how can people learn more about real Scott.
01:03:46.123 --> 01:03:48.024
[SPEAKER_00]: Yeah, real Scott.com is the best way to find out more.
01:03:48.044 --> 01:03:53.670
[SPEAKER_00]: We essentially take all of the leads and contacts in your database and then we automatically nurture them so you don't have to.
01:03:53.950 --> 01:03:59.215
[SPEAKER_00]: And then you get to just respond to people who give you that signal that you're talking about,
01:03:59.195 --> 01:04:00.557
[SPEAKER_02]: So you guys take the same concept.
01:04:00.577 --> 01:04:01.238
[SPEAKER_02]: This is super meta.
01:04:01.258 --> 01:04:03.762
[SPEAKER_02]: Like you take the same thing we just taught and you do it in the product.
01:04:03.782 --> 01:04:04.583
[SPEAKER_00]: Yes, at scale.
01:04:04.603 --> 01:04:12.275
[SPEAKER_00]: So I mean we have agents who have 10 or 15 contacts but we also have the biggest teams in the country that have hundreds of thousands or even millions of contacts.
01:04:12.696 --> 01:04:15.681
[SPEAKER_00]: We nurture that at scale to help them generate more business.
01:04:15.741 --> 01:04:17.604
[SPEAKER_02]: So we also got helps you scale the unscalable.
01:04:17.804 --> 01:04:18.144
[SPEAKER_02]: That's right.
01:04:18.265 --> 01:04:18.745
[SPEAKER_02]: There we go.
01:04:18.826 --> 01:04:23.633
[SPEAKER_02]: This is awesome and then from a personal brand perspective is Instagram the best place for people to connect with you.
01:04:23.653 --> 01:04:24.915
[SPEAKER_02]: Yeah, just a flakner.
01:04:24.895 --> 01:04:45.874
[SPEAKER_02]: awesome so we'll put that link in the in the notes and guys if you don't if you fall and you're you in you saw him on the episode shoot him a DM and just type the word kneel to start your DM like you saw him on kneel's show so that he knows we saw this and then the other cool thing is give him shit if you don't see him posting more about the time please there yeah because we want him to blow up his personal brand even more than what he's doing right now
01:04:45.854 --> 01:04:47.096
[SPEAKER_02]: But I hope this is helpful for you.
01:04:47.337 --> 01:04:55.253
[SPEAKER_02]: If you think about any of the things we talked about today that you would like me to go in deeper on more strategy on future episodes, I literally read every single comment.
01:04:55.613 --> 01:04:58.880
[SPEAKER_02]: My team and I, we look at all these and your comments are what we make content about.
01:04:58.920 --> 01:05:03.930
[SPEAKER_02]: So please leave a comment on what you'd like us to go in on in the future and we will see you on the next episode.
